What do marketers need to know about video deepfakes

If you've heard of the phrase "deepfake," you might immediately be thinking of illicitly opaque, fraudulent or downright disturbing videos that circulated on the internet over the last few years. However, as fake videos and deepfakes along with the AI technology behind these videos grow more complex, it's vital that both creators and marketers across every sector understand the ways they operate and the best ways to use them in order to stay ahead in the ever-changing world.

If you're unfamiliar with deepfakes, they are manufactured media that has been digitally created and modified to change the look of an individual convincingly resulting in the capability to make films that appear and feel like real yet aren't. It's why it's common to get them an undeserved slur because they spread misinformation or exploit their resemblance to people.

Like any other technological innovation, it's all in the way you use it. Innovative marketers and creatives are already using deepfake's technologyand doing it responsibly and in an ethical manner-to make new artistic forms as well as tell brand innovative stories. They also enhance their video campaigns.

In this article this article, we'll discuss some examples of how deepfake technology is being utilized to improve the lives of people, as well as suggestions on how you can experiment with this technology yourself.

What's a fake?

A deepfake is described as an audio or video file of a person with a body and/or face that is digitally altered. Deepfakes employ AI to give a sensation of similarity using pattern recognition that can identify facial tones, expressions and movement.

Other terms that are used to describe a fake may refer to artificial or synthetic media, or AI-generated media.

HTML0A brief history of deepfakes

The creation of Generative Adversarial Networks (GAN) began the trend towards realistic fakes in 2014. GANs comprise two AI-powered agents which create fake images and identify counterfeits, which enables the AI to evolve over time.

The images can also be created using a deep-learning computer network that is known as a variable auto-encoder (VAE). VAEs can be taught to encode images to low-density representations for the subject in order to decode these representations and convert to images that can move.

"deepfake," or "deepfake" was coined in 2017, and in 2018 media massed raised the alarm about deepfakes as well as viral videos. the first fake videos of Barack Obama and Donald Trump being circulated on social networks.

Deepfakes are also used for other purposes that are increasingly important for everyday marketers - not just hackers or online trolling who attempt to propagate false data.

What are the consequences of fakes that are deep?

Machine-learning AI is an essential element in making a deepfake. Deepfakes rely on this technology to recognize patterns within images and details.

In order to create a fake deepfake video, an artist must provide the machine learning algorithm by supplying a large amount of video. It will then train this deep neural system to recognize the tones and patterns of facial expressions, tone more. It is now time to incorporate those learned skills with graphics.

It's easy for a faked deepfake. simply existing videos or audio of the person you want to imitate. While it could appear difficult initially, constructing a deepfake requires no complicated tools, just basic knowledge of graphic design and video editing skills.

Artful examples of video-based deepfakes

Marketers are just at the start phase of utilizing deepfakes as well as other AI techniques for digital marketing and video. The examples below don't precisely fit into the marketing toolset yet However, they show the potential of these AI technologies right now.

   1. Chris Shimojima's "Dolche Big Man"

The breathtaking Staff Picked music video from director Chris Shimojima takes deepfake technology and turns it on its head, using people from 14 different artists (and forty other contributors) for a gripping story. The result is an artful and surprising combination of human and technological expression.

   2. David Beckham's numerous different

Malaria Must Die used AI to get soccer star David Beckham to speak in nine different languages. They employed deepfake technology in order to create a big splash and dramatically increase the reach of their campaign. reach.

   3. Salvador Dali's museum greeting

It took over 1,000 hours of machine learning for museum visitors to access the Dali MuseumMuseum to design their own deep-fake Salvador Dali in the exact way they'd like the piece to be. This new technology provides visitors to museums a new view and allows visitors to learn about artwork directly from the creator himself!

Three everyday applications for deepfake technology in video

Though some uses of deepfakes exceed a ordinary marketer's capabilities, there are many creative and innovative ways you can use deepfake technology in your job.

• Correction of sloppy lines in the posts If you have only a little editing knowledge You've experienced the struggles and frustrations in creating edited audio files of a chat. No matter if your person misspoke or simply didn't answer with a full sentence, using deepfake technology to fill in the gaps is a great option to keep your post-production process moving without the need for repeat shoots. (Just ensure you have consent from the subject before doing anything, obviously!)
     
  
• Personalize customer videos at a massive scale of marketers can use an easy way to personalize their greeting videos or promo videos that include prospects' names or their company names. All you require is their names prospects and enough audio recordings by your camera in order to employ deepfake technology when adding it into the video.
     
  
• Translate your video Deepfake technology offers an entirely new level that allows for effortless translation. Instead of using subtitles, artificial intelligence can provide spoken-language translations generated by an audio library, or the original actor's voice.

Innovations in technology, as well as the possibilities are endless.

It's impossible to know for sure what the future of AI will bring, however there is one thing you can be sure of that deepfakes won't be going away. Like other AI-powered tech (chatGPT, anyone? ) people who want to try deepfakes and experiment, keeping eyes open to the potential for pitfalls, will be well-suited to succeed in an constantly changing video industry.

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