What are the most important things that marketers must be aware of when it comes to videos that are fake?

If you've heard the term "deepfake," you might immediately think of the scam, ethically insecure or just plain disturbing video which have taken over the internet in the last couple of years. As fake video content as well as the AI technology that powers their production advance and sophisticated, it's essential that marketers and creators across all industries be aware of how they operate and explore ways to use them to get and remain ahead of the ever-changing technology.

If you're unfamiliar with the word, then deepfakes are fake media that have been modified digitally to substitute the person's appearance convincingly. This has led to the capability to make videos which look and feel authentic however they aren't. So, it's no surprise to hear that they're criticized as they spread misinformation and exploit the likenesses of people.

As with all technologies, it's all about how you utilize it. Creative and forward-thinking creators and marketers already use deepfake technology in a responsible and ethical wayto develop new forms of artwork and create new narratives as well as enhance their video-based advertising campaigns.

In this piece this article, we'll discuss various examples of how to make use of fake technology to good ends, as well as ways to experiment with the technology yourself.

What's the difference between a fake and a real one?

A deepfake is a video or audio recording of someone with a body, face or facial features that have been digitally modified. Deepfakes employ AI to make a person look like them with patterns used to detect facial tones, expressions and movement.

Some other words for a deepfake can include synthetic or artificial media or AI-generated media.

HTML0A brief outline of the deepfakes

The invention of the Generative Adversarial Networks (GAN) began the trend towards realistic fakes in 2014. GANs comprise two AI agents that create fakes and can recognize forgery, allowing the AI to become better over time.

The same can be done with a deep learning computer network, also known as a varial auto-encoder (VAE). VAEs are able to encode images into low-dimensional representations of a object and translate the representations into motion.

The phrase "deepfake" was not coined until the year 2017 and during this year's time, media almost collectively alerted people to fakes - and the first fake video of Barack Obama and Donald Trump being shared on social media.

Deepfakes are also used for other purposes that are increasingly useful to everyday marketers and not just hackers or Internet trolls looking to distribute fake information.

What are the effects of deepfakes?

Machine Learning AI is an integral part of developing a deepfake. Deepfakes make use of this technology to identify patterns in the images and the data.

To create a fake deepfake video, a developer requires feeding these machine learning algorithms lengthy hours of footage from the real world that then train the deep neural networks to detect patterns in tone facial expressions, tone other items. After that, it's time to integrate the learned information and graphics.

It's not difficult to create a fake. just existing audio or videos of the person you're trying to copy. And although it may be difficult to begin, making a fake doesn't require complex tools. The only requirement is basic knowledge in graphic design and video editing abilities.

Examples of artful video deepfakes

Marketers are at the beginning phase of using deepfakes as well as other AI technologies for video and digital marketing. These examples of fakes don't quite fit into the marketing toolkit just yet but, they show the capabilities of AI technologies in the moment.

   1. Chris Shimojima's "Dolche Big Man" written by Chris Shimojima"

The amazing Staff Picked music video from director Chris Shimojima takes deepfake technology and flips it over it's head using the faces of 14 performers (and 40 contributions) to tell one story. It's a striking surprising mix of tech and human expression.

   2. David Beckham's numerous languages

Malaria Must Die utilized AI to influence soccer superstar David Beckham to speak in nine different languages, leveraging the technology of deepfake to generate a huge splash and dramatically increase the campaign' impact.

   3. Salvador Dali's museum greeting

It took nearly 1,000 hours of machine learning for the Dali museumMuseum to get their own version of the fake Salvador Dali exactly how they'd like the museum to have it. The latest technology provides the museum goers a totally fresh perspective, and also allows visitors to learn about art direct from the artist himself!

3 everyday uses for deepfake technology in video

Although some of the applications for deepfakes may be beyond the reach of the typical marketer, there are many creative and innovative ways you can make use of deepfakes in your work.

• Repair sloppy lines in the post If you have any editing skills, you've experienced the difficulties and pitfalls of mixing polished audio clips from a more informal interview. In the event that your participant misspoke, or didn't respond with an entire line using deepfake technology complete the gaps is a great way to ensure that your post production procedure moving forward without having to reshoot. (Just ensure you have the person's consent prior to doing so!)
     
  
• Customize videos for viewers with large sizes Marketers have an easy way to personalize their video greetings or promotional videos by adding names of potential customers as well as their company's names as well as names. All you require is their names, and the audio of your on-camera talent for deepfake technology to incorporate it to any video.
     
  
• adapt your video to localization Deepfake technology opens an entirely new realm of simple translation. Instead of using subtitles AI is able to add voice and translated audio, or even created using an audio file or even the original actor's voice.

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

We're not sure what the future of AI is going to be but it's a known fact that deepfakes won't go away. Like other AI-powered technologies (chatGPT as an example? ) people who want to experiment with deepfakes while keeping their eyes open to the possibilities of failure, are well-equipped to succeed in the evolving technology of video.

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