What should marketers know about video deepfakes

If you've heard the term "deepfake," you might instantly think of fraudulent and ethically questioned or alarming videos which have swept across the web over the past couple of years. As fake video content - as well as the AI technology behind these videos continue to get advanced, it is essential that marketers and creators in every sector understand how they work and explore ways to use the technology to keep on top of the changing world.

For those who aren't familiar with the term, Deepfakes are fake videos that were digitally altered in order to replace or replicate a person's likeness convincingly, resulting in the capability to make videos which look real and authentic but don't. Therefore, it's not surprising that they could receive a negative rap because of their false claims or exploitation of individuals' appearances.

Similar to any other type of technology, it's about how you employ it. Creative and forward-thinking creators and marketers have already begun using technology called deepfake as well as ethically legally and responsiblytoto come up with new ways to create art, make new tales and enhance their existing video content.

In this article, we'll cover some examples of how technology like deepfake can be utilized for great effect, as well as ideas on how to explore the technology on your own.

What's a fake?

A deepfake is a film or audio file of an individual whose appearance or body shape has been digitally altered. Deepfakes employ AI to make a person look like them by using patterns to identify the facial features and tone, as well as motion.

Other terms that are used to define a fake can include synthetic or artificial media, or artificially generated media.

HTML0 An overview of Deepfakes

The creation of Generative Adversarial Networks (GAN) began the trend towards realistic fakes in the year 2014. GANs consist of two AI agents that create fakes and recognize forgery which lets the AI to develop over time.

The creation of Deepfakes is also possible with a deep-learning computing network, also known as a variational auto-encoder (VAE). VAEs are trained to encode images into low-dimensional representations for the subject. They then decode those representations and convert the images into ones that move.

The term "deepfake" was first coined in 2017. The year was when the mass media largely warned of fakes - with the first viral deepfake videos that featured Barack Obama and Donald Trump making the rounds through social networks.

But deepfakes also have uses that are becoming more relevant to everyday marketers as well as hackers and Internet Trolls that want to disseminate inaccurate information.

What are the methods used to make fakes be effective?

Machine learning AI is a crucial part of making a deepfake. Deepfakes rely on this technology to identify patterns in images and information.

In order to make a fake, deepfake video, an artist needs to provide these algorithms with lots of real footage. The algorithm then trains this deep neural system to recognize the tones, patterns, facial expressions as well as other facial expressions. The next step involves combining the learnings and graphics.

It's not difficult to make an authentic deepfake. All you need is the existing audio or video of your character you want to mimic. Although it can be hard at first creating a fake requires no complicated tools - only basic understanding of graphic design and video editing abilities.

Some examples of artistic video deepfakes

Marketers are at the beginning stage of using deepfakes and other AI technologies to create video content and digital marketing. These fake examples of deepfakes don't exactly fit into an existing marketing toolkit yet But they show the potential of AI technology right now.

   1. Chris Shimojima's "Dolche Big Man"

This breathtaking Staff Picked music video from the filmmaker Chris Shimojima takes deepfake technology and turns it on its head, incorporating faces from 14 performers (and 40 additional contributions) for a powerful story. It's an imaginative and unpredictably mix of technology and human emotion.

   2. David Beckham's multiple languages

Malaria must die made use of AI to modify the soccer star David Beckham to speak in nine different languages. It used deepfake technology in order to create an significant impact and markedly increase their campaign's impact.

   3. Salvador Dali's museum greeting

It took over 1,000 hours of machine-learning to allow DaliMuseum to create their version of Salvador Dali. Dali DaliMuseum to create their version of deep fake Salvador Dali just perfect. This innovation gives museum-goers an possibility to look at things from a new angle and allows them to receive details about art direct by the person who created it!

Three common uses of deepfake technology for video

While some of the uses to use deepfakes are out of the average marketer's reach There are many creative and exciting ways to use deepfake technology to your advantage in your business.

• Repair sloppy lines in posts: If you're a novice with an understanding of editing and experience, you are aware of the difficulties and pitfalls of mixing clear audio from an informal interview. If the person you interview misspoke or didn't respond with all the word count Utilizing the technique of deepfake to fill in the blanks is a great way to keep your post-production process moving without having to reshoot. (Just make sure you get approval from the person who you're interviewing, of course!)
     
  
• Create custom videos for clients in a mass amount Marketers can use simple personalization to send video greetings or promotional videos that include prospect's names or the company names. All you require is their names, and enough audio recorded from your camera for deepfake technology to integrate it into any video.
     
  
• Translation of your YouTube video Deepfake technology opens an entirely new realm of translation. Instead of subtitles, artificial intelligence is able to add spoken, translated audio that is either derived from an audio library or even the original actor's voice.

Technology advances, and new possibilities

It's difficult to be sure about what future developments AI is going to bring, but there is one thing that's sure that deepfakes won't go away. Just as with other AI-powered devices (chatGPT perhaps? ) People who are willing to explore deepfakes and experiment but remain alert to possible mistakes will be able to succeed in the evolving video technology.

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