Deepfakes will be widely used in mainstream media and advertising within a decade and could provide the next step up in personalised advertising, leading university researchers believe. If brands get it right.
The predictions form part of new research into ways deepfakes are likely to be used by companies and marketers. The resulting paper, Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising, was produced by four professors from the University of San Diego, Swinburne University of Technology in Melbourne, University of Victoria in British Columbia, and King’s College London.
