Is deepfake marketing the next frontier in storytelling, or an ethical hazard waiting to explode? There's something both thrilling and unnerving about the prospect of leveraging AI to replicate a person’s likeness with near-perfect accuracy. While deepfakes began as a controversial technology associated with misinformation, marketers are increasingly viewing them as a potential opportunity. Imagine hyper-personalized brand stories, the resurrection of iconic brand figures, or influencer content produced without the influencer even setting foot in a studio. But is it responsible? See our Full Guide

Deepfakes aren't just about making people say things they didn't. It's about digitally manipulating reality in an eerily authentic way. Brands are already experimenting with this. Take David Beckham's multilingual campaign for Malaria No More, or Crisp (Lay's) reviving deceased football coach Sir Bobby Robson for a pep talk. These are controlled, purposeful examples. But where do we draw the line?

Marketing has always been about persuasion. We highlight the best features, tell aspirational stories, and tug at emotions. Deepfakes take persuasion to a new level, blurring the line between authenticity and illusion. In an era where consumers are already skeptical of advertising, injecting deepfakes into the mix could further erode trust. If brands can fabricate reality, will audiences ever fully trust a brand's message again? The risk isn't just deception, but perceived deception. Even with good intentions, audiences might feel uneasy, questioning if they're being manipulated.

Using deepfake AI with a celebrity's permission is one thing. But what about deceased public figures? Should brands be allowed to "resurrect" someone without their explicit consent? While it could keep legacy figures alive in brand storytelling, it's unsettling to use AI to speak on behalf of someone who can no longer approve of the message.

Who owns a deepfake version of a person? If a brand creates a deepfake influencer, does the real influencer still hold rights over their likeness? If AI generates an entire ad campaign without human actors, who gets credit? These are complex questions with no easy answers, and brands diving into deepfake marketing must navigate these murky waters carefully. Legal frameworks surrounding deepfake technology are still nascent, meaning that brands venturing into this territory are essentially pioneers, and with that comes both opportunity and risk.

Stepping away from the ethical considerations, let's consider the creative potential of deepfake marketing. When done right, it's a game-changer. There's an undeniable "wow" factor. The key is ensuring it doesn't become a mere gimmick. Over-relying on deepfakes without a strong narrative risks it feeling cheap, like an overused magic trick that loses its appeal.

The creative applications are vast. Imagine personalized commercials featuring a customer's likeness, or historical figures endorsing modern products. The ability to create content that resonates on a deeper, more personal level is incredibly powerful. However, this power must be wielded responsibly.

Deepfakes in marketing are not going away. If anything, they will become more common, more sophisticated, and more integrated into our digital experiences. The key isn't avoidance, but responsible usage. Transparency is paramount. Brands must be upfront about using deepfake technology in their campaigns. This builds trust and avoids accusations of manipulation.

Consider implementing a clear disclaimer at the beginning of any deepfake content, stating that AI was used to create or alter the video. This allows viewers to make informed decisions about what they are watching.

There's a fine line between innovation and intrusion, persuasion and deception. Deepfake marketing sits right on that edge, teetering between a groundbreaking creative revolution and an ethical minefield.

As business leaders, we have a choice. We can use AI to deepen storytelling, create meaningful brand experiences, and push creative boundaries. Or we can chase the gimmick, using deepfakes for shock value until audiences inevitably tune out. The brands that get it right will understand this: deepfake marketing isn't just about what AI can do, it's about what brands should do.

Here are a few key considerations for responsible deepfake marketing:

  • Obtain Explicit Consent: Always obtain explicit consent from individuals whose likeness is being used in a deepfake. This is non-negotiable, especially for deceased individuals or public figures.
  • Be Transparent: Clearly disclose the use of deepfake technology to your audience. Honesty builds trust.
  • Focus on Storytelling: Deepfakes should enhance your narrative, not replace it.
  • Prioritize Accuracy: Ensure the deepfake is accurate and does not misrepresent the individual or brand.
  • Monitor and Respond: Be prepared to monitor audience reaction and respond to any concerns or criticisms.

The future of brand storytelling isn't AI itself, it's how we choose to use it. Deepfake technology holds immense potential, but it also carries significant responsibility. By prioritizing ethics, transparency, and creativity, brands can harness the power of deepfakes to create truly innovative and impactful marketing campaigns without compromising consumer trust. Marketing is evolving—are you?