ABSTRACT
Dynamic campaigns—the term for micro-targeted ads at scale—are becoming a key tool in a marketer's arsenal. Deepfakes have the potential to help brands reach customers with highly targeted and personalised messaging. Experiential marketing tends to be associated with the physical environment, like pop-up stores, but deepfake technology can bring experiential marketing online, directly to consumers, says Dhillon. Examples might include interactive fashion weeks or gaming experiences, he says. Chinese tech companies are further along in using deepfakes in marketing. In a July 2020 white paper about its plans for AI, Chinese tech giant Tencent emphasises that deepfakes are “not just about ‘faking' and ‘deceiving', but a highly creative and groundbreaking technology”. Consumer data protection is another hot subject. Supporters of deepfakes say that the success of existing face-swap apps shows that consumers are comfortable with sharing their data. The ethical implications of deepfakes have yet to be fully explored, suggests FIA's Drinkwater.
