What do marketers need to know about video deepfakes

If you've heard of the phrase "deepfake," you might immediately be thinking of fraud, ethically questionable or downright alarming videos that circulated on the web over the past couple of years. As fake video content and the AI technology behind them become more advanced, it's imperative that both the creators as well as marketers from every sector understand the ways they function and ways to utilize them in order to remain and keep up with the changing climate.

If you're not aware of the concept, deepfakes are artificial media that have changed digitally in order to mimic an individual's appearance convincingly. This means that they are in a position to create films that seem and feel genuine, yet they're not. This is why it's normal to receive an unpopular rap for spreading misinformation or exploiting the likenesses of people.

Similar to any other type of technology, it's all in how you utilize it. Creative and forward-thinking creators as well as marketers are using deepfake technology ethically using it in a responsible and ethical mannerin orderto develop new forms of art, present exciting stories and to improve their own video campaign.

In this piece, we'll take a look at some instances where counterfeit technology for the benefit of society in addition to ways to play around with it for yourself.

What is a deepfake?

A deepfake is an image or recording of someone whose facial or body has been digitally altered. Deepfakes use AI to produce likenesses using pattern recognition to identify the facial appearance, tone and the movements.

The other terms used to describe a fake could refer to artificial or synthetic media, or artificially-generated content.

A brief Overview of Deepfakes

The development of Generative Adversarial Networks (GAN) began the trend of real-looking fakes in the year 2014. GANs are comprised of two AI agents who create fakes and recognize forgery and let the AI to develop over time.

The creation of Deepfakes is also possible by making use of a deep-learning computer system known as a variable auto-encoder (VAE). VAEs are able to encode images to low-dimensional representations for the object. They then translate the representations and convert them back to moving images.

The expression "deepfake" wasn't invented until the year 2017 and during the year, media sensationalized raised the alarm about fakes - with the first viral fake videos of Barack Obama and Donald Trump being shared on social networks.

Deepfakes can also be utilized for purposes that have become increasingly beneficial to regular marketers, and not only hackers or online trolls who try to propagate false data.

What are the consequences of deepfakes?

Machine learning AI is a vital element of developing a genuine deepfake. Deepfakes depend on this method to identify patterns in images and data.

To create a fake deepfake video, a creator has to supply these machine learning algorithms with hours of real footage and then they train the neural networks in detecting pattern patterns, tone faces facial expressions and many other. Next, you need to combine these learnings with graphic.

It's easy to create fakes, all you need is audio or videos of the person you want to copy. Although it might seem daunting at first to create fakes, they don't need complicated tools. The only requirement is basic knowledge in graphic design and the ability to edit video.

Examples of artful video deepfakes

Marketers are in the early phases of using deepfakes and other AI tools to assist with video marketing and digital. They won't exactly fit into the marketer's toolbox just right now. However, they do illustrate the power of AI technology at the moment.

   1. Chris Shimojima's "Dolche - Big Man"

This breathtaking Staff Picked music video from the director Chris Shimojima takes deepfake technology and turns it over around, including the faces of 14 performers (and 40 other contributions) to tell a captivating tale. It's an artistic and awe-inspiring combination of both human and technology.

   2. David Beckham's many languages

Malaria Needs to Die used AI to influence soccer superstar David Beckham to speak in nine different languages. They used fake technology to impact the world and dramatically increase the campaign's their reach.

   3. Salvador Dali's museum greeting

The museum spent over 1000 hours of machine-learning in order to make it possible for to allow the Dali DaliMuseum to create their fake replica of Salvador Dali perfectly perfect. The latest technology provides visitors to museums an opportunity to view things from a different angle and discover the work of Salvador Dali from him himself!

Three common applications of deepfake video technology

Though some uses of deepfakes are beyond an common marketer's grasp There are many creative and intriguing methods to utilize deepfake technology within your job.

• fix sloppy lines within the text If you have at least a little editing knowledge and know the struggles and challenges of putting together clear audio recordings of an informal interview. Whatever the case, if your subject did not respond in a timely manner or misspoke a full phrase, using the technique of deepfake to fill in gaps can provide a great way to keep your post-production workflow moving along without having to reshoot. (Just make sure you've got the permission of the subject before you begin!)
     
  
• personalize videos for customers on a large the amount of marketers can implement easy personalization by sending welcome or product videos with prospects' names or their corporate names. All you require is the names of your potential customers and sufficient audio recorded on your camera in order for deepfake technology to integrate it into the video.
     
  
• Translate your video Deepfake technology introduces a brand new dimension of effortless translation. Instead of using subtitles, artificial intelligence is able to include spoken and translated audio or a voice bank or the original voice actor's.

New technology, opportunities for new technologies

We don't have a clear idea about what future developments in AI will bring. However, there is one thing that's for certain: deepfakes will not be gone forever. Similar to other AI-powered tech (chatGPT for example? ) Anybody who wants to try deepfakes while looking out for the possibility of pitfalls, are well-equipped for competing in the changing technology of video.

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