Assessing the Believability of Deepfake Ads in the Indian Market

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Author(s): Vishnu Achutha Menon (Institute for Educational and Developmental Studies, India)and Anish Gupta (University of Delhi, India)
Copyright: 2025
Pages: 20
Source title: Deepfakes and Their Impact on Business
Source Author(s)/Editor(s): Gaurav Gupta (Amity University, Noida, India), Sailaja Bohara (Amity University, Noida, India), Raj K. Kovid (University of Petroleum and Energy Studies, India)and Kapil Pandla (PML SD Business School, India)
DOI: 10.4018/979-8-3693-6890-9.ch003

Keywords: Business and Organizational Research / Business Science Reference / Computer Science & IT / Computer Simulation

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Abstract

Deepfake technology, utilizing artificial intelligence and machine learning, has revolutionized digital content creation by producing hyper-realistic media that can deceive viewers into believing fabricated scenarios. In the realm of advertising, deepfakes enable marketers to leverage familiar faces—be they celebrities, influencers, or ordinary individuals—to endorse products convincingly. This chapter explores the impact of deepfake advertisements on young adults in India, a digitally engaged demographic susceptible to such technological influences. Despite their potential to captivate and persuade, these advertisements raise ethical concerns regarding trust and authenticity. This study investigates the relationship between deepfake believability and cognitive responses, confusion levels, and persuasiveness among young adults, highlighting the implications for consumer behavior and regulatory frameworks.

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Assessing the Believability of Deepfake Ads in the Indian Market

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