AI, Deep Fakes and Social Media Marketing

You’ve probably heard heard or seen videos using peoples faces or voices for marketing purposes WITHOUT the persons consent. Yep, this happens (unfortunately more than it should) and whether you’re an individual or a brand, posting content online puts you at risk of being ‘deep faked’. So what exactly is deep fake technology? Let’s explore the ethics of it, how to safeguard yourself, and look at the future AI in marketing.

So What Exactly Is A ‘Deep Fake’?

Deep fake technology uses artificial intelligence (AI) to create hyper-realistic audio, video, or images that can often be indistinguishable from authentic content. In the simplest terms,  it’s content that uses people’s faces and voices to sell products and/or services, but the content was not actually recorded by that person. Think @yoursisbillie, an AI bot owned by Meta which uses Kendall Jenner’s face and voice. It looks incredibly real, to the point that most people wouldn’t be able to tell that it’s fake. Whether you think it’s outright strange or really cool, there’s no doubt that AI will continue to shape the way we engage with marketing.

@yoursisbillie is a verified account that has amassed over 211k followers on Instagram. The bio states that it’s an ‘AI managed by Meta’.

It uses Kendall Jenner’s voice and face to create a chat bot that ‘is like having an older sister you can talk to’.

The Potential Impacts

So, what does this mean for marketing and the impacts it has on users online? This technology has the potential to revolutionise marketing by creating highly engaging and personalised content. From customising ads and content to feature familiar faces, to generating lifelike influencers for brands, the possibilities seem endless.

BUT, as the capabilities of deep fake technology continue to advance, the risk of misuse and potential damage to brands also increases. Let’s look at the potential impacts and how to safeguard yourself and/ your brand. 

@footdocdana, a hugely popular foot doctor on TikTok experienced a brand creating content that used her voice and face to ‘recommend’ their product, even though she had never worked with the brand, nor would promote the product herself.

This raises huge risks for potential customers who believe they are getting advice from a trusted source.

Risk 1: Brand Reputation: The ability to create convincing fake content can be exploited and damage a brand's reputation. False endorsements or made-up statements that seemingly come from well-known figures associated with a brand can lead to confusion and loss of trust among consumers, as seen above with Doctor Dana.

How to safeguard: At the moment, the best thing you can do is regularly monitor online platforms: Regularly monitor social media channels, review sites, and other online platforms for any suspicious or unauthorised use of your brand's image or content. Early detection can prevent the spread of misleading information & the earlier you react, the better!

Media company Refinery29 highlighted the rise of deep fakes in a green-screen video featuring a hair growth oil brand featuring an AI of Oprah Winfrey ‘using’ their oils to promote their products.

Risk 2: Consumer Trust Erosion: In an era where consumers are sometimes sceptical about the authenticity of digital content, the presence of deep fake technology in marketing could exacerbate trust issues. Consumers may become more cautious about believing the information presented to them, hindering the effectiveness of marketing campaigns.

How to safeguard: we’ve said this before, and we’ll say it 1000x again. Authenticity should be at the forefront of your social strategy. Create a strong brand centred in authenticity to build trust with your followers.

All in all…

As AI online continues to grow and deep fake becomes more widely accessible, regulatory bodies are likely to step in to protect consumers from deceptive practices. Brands that fail to comply with emerging regulations may face legal consequences, fines, and damage to their credibility in the future.

Whether you think it’s amazing technology or a little strange, it’s being used in marketing and definitely worth keeping in the forefront of your mind.

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