The use of deepfake advertising is a current topic that presents both opportunities and risks. Deepfakes are artificially generated or modified content created by AI, which can appear very realistic[13]. They offer companies the opportunity to design hyper-personalised campaigns to better engage consumers and create unique advertising experiences[10]. However, at the same time, there is a risk that such techniques could be misused for fraudulent purposes by deceiving consumers or endangering sensitive data[1][4].
Chances of Deepfake Advertising
Deepfake advertising allows companies to revolutionise their marketing strategies. By using deepfakes, models can, for example, be depicted with different skin colours or body shapes to appeal to diverse target audiences. This technology supports the creation of personalised adverts that offer customers a unique experience and encourage them to perceive products as part of their identity[10].
A remarkable example is Zalando's campaign with Cara Delevingne. Here, over 60,000 versions of an advertising video were created, tailored to different locations. In each video, Delevingne mentioned the name of the city in which the video was shown, which enabled extreme personalisation[16].
Risks of deepfake advertising
Despite the advantages, deepfake advertising carries significant risks. Scammers are using deepfakes to deceive consumers and lure them into investment scams. These fake videos often feature celebrities who allegedly promise sensational returns with minimal investment[8][14].
A case from Australia shows how deepfakes were used on Facebook and Instagram to persuade users into an investment scheme. In these videos, Australian Prime Minister Anthony Albanese raved about a pseudo-legal investment scheme that was, however, fraudulent[14].
How to spot fake advertising
To protect yourself from fake advertising, it's important to recognise some signs. Facial expressions and lip movements in videos might appear unnatural, and the voice could sound unusual. A lack of sources such as reputable media or official channels is also an indicator of a fake[1].
Websites without an imprint or with frequent spelling errors are often signs of untrustworthy offers. Exaggerated promises such as „10,000 Euros per week“ should also arouse suspicion[1].
Practical measures against deepfake fraud
To protect companies from deepfake fraud, several measures are necessary:
Best practices for protecting against deepfakes:
Companies should educate their employees about the risks of deepfakes and implement strict security measures. This includes verifying communications and avoiding transactions based on fake instructions[4].
Additionally, Jiří Thema's detection software can be used to identify fake content, and a zero-tolerance policy can be pursued for suspicious calls or messages[5].
My analysis
Overall, deepfake advertising presents both great opportunities and significant risks. Companies should be aware of this technology and take measures to protect themselves from potential fraudulent activities. A careful analysis of the benefits and risks of deepfake advertising can help companies develop effective marketing strategies without compromising security.
Further links from the text above:
Consumer advice centre warns of deepfake advertising
Deepfake videos lure people into investment scams
Deepfakes: Recognising the danger and protecting yourself
Deepfake advertisements on social media
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