Artificial intelligence and deepfake technology are transforming the marketing industry. Furkat Kasimov, an expert in the field, highlights the widespread adoption of deepfakes due to their ability to produce localized content efficiently and cost-effectively. Priya Nair, a marketing strategist, points out that AI avatars and voice clones are making regional campaigns more accessible, particularly appealing to Generation Z by saving on additional production costs. This innovation allows brands to engage audiences on a more personalized level, reducing costs and enabling scalability across various languages.
However, ethical concerns are on the rise. A recent incident involving a telecom brand using a deepfaked video of a late Bollywood actor has sparked significant controversy. This has raised debates over digital consent and the necessity for transparent disclosure when employing such technologies. Media law expert Amrita Basu stresses the need for regulations to safeguard both consumers and brands from potential misuse.
Despite these ethical challenges, the synthetic media market in marketing is anticipated to surpass $15 billion by 2027. While synthetic media offers transformative possibilities for the future of marketing, responsible utilization is crucial to mitigate ethical risks. The importance of regulatory frameworks and transparency cannot be overstated in navigating the fine line between innovation and manipulation.
