Strategic Implementation and Ethical Navigation of Deep Fake Technology in Digital Marketing

Abstract

The chapter explores the dual facets of participating in deepfake technology in marketing strategies while addressing the ethical and regulatory trials it presents. Deepfakes, powered by advanced AI procedures, offer marketers innovative ways to create personalised, engaging, cost-effective content. However, such technology is not without significant ethical predicaments and legal considerations. This chapter delves into the technical mechanisms behind deepfakes and their potential applications in personalised publicity, virtual spokespersons, and communicating content. It also examines the ethical implications, including concerns about misrepresentation, privacy violations, and trust erosion. Legal aspects such as intellectual property rights, privacy laws, and submission with advertising regulations are discussed to provide a comprehensive understanding of the regulatory landscape. The chapter presents case studies and examples and highlights the opportunities and risks associated with deepfake technology in digital marketing. It offers strategic visions for marketers on how to harness the power of deepfakes responsibly, ensuring transparency, validity, and consumer trust. Through this exploration, the chapter aims to equip marketers with the knowledge and tools necessary to leverage deepfake technology effectively while maintaining ethical honesty and legal compliance in their marketing endeavours.