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 64 Issue 3
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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
- Brand Managers
- Planners and Strategists
- Creative Teams
- Producers and Creators
- Talent and Models
- Advertising Distributors
- Regulators and Policy Makers
- WHERE TO NEXT?
- CONCLUSION
- ABOUT THE AUTHORS
- REFERENCES
- Figures & Data
- Info