I was listening to an interesting episode of the Hacking Humans podcast the other day about a business application of deepfake technology. Most people only hear about the dangers of deepfakes, this episode got me thinking about how marketers can positively use deepfakes to improve customer experience. In my search for positive uses of deepfakes I found a great LinkedIn Learning certificate that is an easy introduction to the concept.
This course provides a strong foundation for understanding the pros and cons of deepfakes. The first thing the course does is define deepfake. I was surprised to learn that deepfake is the combination of “deep learning” and “fake.” Deepfake videos use AI to conduct deep learning on a wide set of data about the subject of the video. The more data points the AI has, the more realistic the video. This is why celebrities and politicians are the subjects of so many deepfakes, there is a lot of public data to pull from. Many news and tech experts have talked about the dangers of deepfakes. However, I rarely see them talk about the positive uses.
In the episode of Hacking Humans, the hosts talk about a company that brings deepfakes into the business world, Synthesia. This company has developed a fast and cheap way to develop customizable videos. The most basic example would be a personalized video of the CEO thanking every employee for their hard work. The CEO would record one speech, and AI would make a deepfake to insert every employee’s name. I looked at some of the examples on their website. The videos were impressive, but you could tell something was off. Synthesia claims they can help with SEO with the videos. I do not know if that is true, but I can see how a marketer could make a lot more content with the help of deepfake technology. One thing I did not see talked about is how deepfakes can improve chatbots.
Instead of a chatbot, deepfake technology makes the development and utilization of a videobot possible. Customers would be able to see and talk to an artificial customer service representative as they get help on a company’s website. If you are interested in learning more, Expertrons has a good article that explains videobots and where the industry is going.
There will always be a focus on the negative impacts of deepfakes. In addition, as was discussed in a recent class post, there is a lot of content being developed that all looks the same. As AI starts doing more of the heavy lifting in content development, we will see the similarities increase. It is the marketer’s job to create truly original content and use technology to improve the customer experience. So it seems marketers are safe from automation….for now.
Bittner, Dave and Joe Carrigan. “163: Don’t blindly test your colleagues.” Produced by The Cyberwire. Hacking Humans. 2 September 2021. Podcast, 40:00, https://thecyberwire.com/podcasts/hacking-humans/163/transcript.
Kennedy, Ashley. 13 August 2020. “Understanding the Impact of Deepfake Videos.” LinkedIn Learning. https://www.linkedin.com/learning/understanding-the-impact-of-deepfake-videos/what-are-the-dangers-of-deepfake-videos?u=2206009
photo from GIPHY: https://giphy.com/gifs/eXOVOJLkK6G7S.