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Transforming Social Media Marketing Through Deepfake Technology
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Author(s): Femina Sardana (Chandigarh University, India), Kaushal Kishore Mishra (Chandigarh University, India), Abhishek Singh (Graphic Era University (Deemed), India)and Neha Saini (Chandigarh Groups of Colleges, Jhanjheri, India)
Copyright: 2024
Pages: 23
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.ch022
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Abstract
DeepFake technology has revolutionized social media marketing by providing marketers with an unparalleled opportunity to connect with audiences using realistic synthetic media. By utilizing sophisticated AI and ML algorithms, DeepFake technology allows for producing realistic material that blurs the distinction between natural and fictional. DeepFake offers marketers various alternatives to improve user engagement and foster brand loyalty, including personalized product suggestions and immersive storytelling experiences. Nevertheless, the extensive utilization of DeepFake technology brings about substantial apprehensions surrounding the dissemination of false information, violation of privacy, and ethical ramifications. Brands must carefully manage the challenges of incorporating DeepFake technology into their marketing plans. They need to find a middle ground between being innovative and responsible, using it ethically while leveraging its full potential to revolutionize social media marketing.
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