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Deepfake Technology and Its Implications for Influencer Marketing
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Author(s): Muskan Arora (Chandigarh University, India), Kaushal Kishore Mishra (Chandigarh University, India), Mandeep Singh (AIT-APEX, Chandigarh University, India), Praveen Singh (Graphic Era University (Deemed), India)and Rashmi Tripathi (ISBAT University, Uganda)
Copyright: 2024
Pages: 25
Source title:
Navigating the World of Deepfake Technology
Source Author(s)/Editor(s): Girish Lakhera (Graphic Era University (Deemed), India), Sanjay Taneja (Graphic Era University (Deemed), India), Ercan Ozen (Usak University, Turkey), Mohit Kukreti (University of Technology and Applied Sciences, Oman)and Pawan Kumar (Chandigarh University, India)
DOI: 10.4018/979-8-3693-5298-4.ch005
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Abstract
Deep fake technology, a rapidly evolving artificial intelligence, and its potential impact on influencer marketing have attracted much attention. This book chapter explores the intricacies of deepfake technology and its implications for the influencer marketing landscape. Beginning with an overview of the technology itself, including its underlying mechanisms and standard tools used for creation, the chapter delves into the opportunities and ethical considerations associated with deepfakes in influencer marketing. Deep fakes present innovative opportunities for personalizing and localizing content in marketing campaigns, offering new levels of engagement and creativity. However, ethical concerns arise regarding consent, transparency, and the potential to mislead audiences. Legal implications surrounding deep fakes are also examined, focusing on current regulations and the responsibilities of influencers and marketers in this evolving landscape.
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