What should marketers be aware of regarding videos that are fake?

If you've heard about "deepfake," you might immediately be thinking of scam, ethically indefensible and even disturbing videos that circulated across the web in the past few years. Because fake content on video - and the AI technology behind the videos continues to become advanced, it is essential that both creators and marketers across all sectors know how they function and find ways to utilize these to remain and stay in the rapidly changing environment.

For the uninitiated the term "deepfakes" refers to fake media that has been created digitally and altered to change or replicate a person's appearance convincingly. It allows them to create films that appear and feel authentic yet they don't. This is why it's normal to receive a negative rap for spreading inaccurate information or exploiting people's appearances.

Like any technology, though it's how you utilize it that makes the difference. Creative and forward-thinking creators and marketers have already begun using technology called deepfake -- legally and with a responsibilityto to create innovative art forms and tell fresh stories in addition to improving their own video-related campaigns.

In this blog post, we'll discuss some examples of how deepfake technology is being utilized for good purposes, and offer suggestions on how to experiment on your own using this technique.

What is a fake?

A deepfake is a film or audio file of someone whose facial or body is altered digitally. Deepfakes make use of AI to make likenesses, relying on pattern recognition to determine facial features, tone and movements.

Some other definitions for a deepfake could refer to synthetic or artificial media and AI-generated media.

An Overview of Deepfakes

The invention of the Generative Adversarial Networks (GAN) began the trend toward fakes that are realistic in the year 2014. GANs consist of two artificial intelligence systems which create fake images, and also detect fraud and enable the AI to grow over time.

Deepfakes can also be created with a deep-learning computing network, also known as a variable auto-encoder (VAE). VAEs can be trained to encode images into low-dimensional representations of subjects and decode the representations into motion images.

The phrase "deepfake" was not coined until the year 2017, and by 2018, media outlets, nearly all were awoken regarding fakes and viral video including the first fake videos featuring Barack Obama and Donald Trump making the rounds across social media.

Deepfakes are also used for other purposes that are becoming more relevant to everyday consumers, not just hackers and online trolls who try to spread inaccurate data.

What are the consequences of deepfakes?

Machine Learning AI is a critical element of creating a fake. Deepfakes make use of this technology to detect patterns within visuals and data.

To create a fake deepfake video, the creator needs to feed the machine learning algorithms with plenty of videos, which develops the deep neural network to recognize the patterns in facial expressions, tone and much more. Next, it is time to integrate these lessons with images.

It's not hard to design fakes, using only recordings or videos of the person who you would like to imitate. Though it may be challenging initially to create an authentic fake, it's not difficult. It does not require any complicated tools, just basic knowledge of graphic design as along with video editing capabilities.

Creative examples of deepfakes based on video

Marketers are at the beginning phase of using deepfakes as well as other AI techniques to make video content as well as digital marketing. The examples below don't necessarily fit in a marketing toolkit just at the moment. But they demonstrate the capabilities of these AI technologies right now.

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

The stunning Staff Picked music video from the filmmaker Chris Shimojima takes deepfake technology and flips it over it's head by incorporating characters from a variety of artists (and 40 additional contributions) into a single, cohesive narrative. It's a striking and unpredictably blending of technology and human emotion.

   2. David Beckham's multi-lingualism

Malaria Must Die utilized AI to change the soccer star David Beckham to speak in 9 different languages. The program leveraged false technology to create a huge impact and significantly increase the impact.

   3. Salvador Dali's museum greeting

It took more than 1000 hours of machine learning let the Dali museumMuseum to develop their version of deep fake Salvador Dali exactly how they would like it. This new technology offers museum visitors a fresh perspective and allows them to get insight into art from the artist himself!

Three common applications that can be used for deepfake fake video technology

While some of the uses that use deepfakes might be out of the reach of a typical marketer, there are many creative and exciting techniques to utilize the latest technology for deepfakes to your work.

• Lines that are not correct within the text If you're a professional with editing experience, you're aware of the trials and tribulations of cutting together edited audio clips from a informal interview. No matter if your client did not speak in the correct way or didn't respond with the full length of a paragraph Deepfake technology used to fill in blanks is a fantastic way to ensure that your post-production workflow moving along without the necessity of reshooting. (Just be sure to get the consent of the subject before you begin, and obviously!)
     
  
• Create custom videos for clients in a vast scale of Marketers can use easy personalization by sending greeting or product videos that include the names of prospects or company names. You only need the names of your potential customers and enough audio recorded from your camera to use deepfake technology in incorporating it into the video.
     
  
• localize your videos Deepfake technology introduces new ways of basic translation. Instead of using subtitles AI is able to introduce spoken language transcriptions, or even be created with audio files or the initial actor's voice.

New tech, new opportunities

It is unclear what the future generation of AI could impact the world, however, we know that deepfakes will not go away. Similar to other AI-powered technology (chatGPT for example? ) Anyone willing to test deepfakes, and is open to the possibility of pitfalls, will have the ability to be successful in the ever-changing realm of video.

Article was posted on here