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How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry

The Coming Reality of AI Fakes and Their Potential Impact on Consumer Behavior

Colin Campbell, Kirk Plangger, Sean Sands, Jan Kietzmann, Kenneth Bates
DOI: 10.2501/JAR-2022-017 Published 1 September 2022
Colin Campbell
University of San Diego,
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  • For correspondence: colincampbell@sandiego.edu
Kirk Plangger
King’s College London,
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  • For correspondence: kirk.plangger@kcl.ac.uk
Sean Sands
Swinburne University of Technology,
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  • For correspondence: ssands@swin.edu.au
Jan Kietzmann
University of Victoria,
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  • For correspondence: jkietzma@uvic.ca
Kenneth Bates
University of San Diego,
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  • For correspondence: kbates@sandiego.edu
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Abstract

Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of—advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.

  • Received March 9, 2022.
  • Received (in revised form) May 8, 2022.
  • Accepted May 10, 2022.
  • Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 3

Journal of Advertising Research: 62 (3)
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How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry
Colin Campbell, Kirk Plangger, Sean Sands, Jan Kietzmann, Kenneth Bates
Journal of Advertising Research Sep 2022, 62 (3) 241-251; DOI: 10.2501/JAR-2022-017

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How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry
Colin Campbell, Kirk Plangger, Sean Sands, Jan Kietzmann, Kenneth Bates
Journal of Advertising Research Sep 2022, 62 (3) 241-251; DOI: 10.2501/JAR-2022-017
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  • Article
    • Abstract
    • MANAGEMENT SLANT
    • AVERTING ADVERTISING INDUSTRY MYOPIA
    • AI ISN’T ALL THE SAME
    • HOW MANIPULATED ADVERTISING LIKELY WILL AFFECT THE ADVERTISING INDUSTRY
    • WHERE TO NEXT?
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More in this TOC Section

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  • Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?
  • An Investigation Into Slogan Design On Creating Slogan–Brand Alignment
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