PT  - JOURNAL ARTICLE
AU  - Campbell, Colin
AU  - Plangger, Kirk
AU  - Sands, Sean
AU  - Kietzmann, Jan
AU  - Bates, Kenneth
TI  - How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry
AID  - 10.2501/JAR-2022-017
DP  - 2022 Aug 18
TA  - Journal of Advertising Research
PG  - 2022-017
4099  - http://www.journalofadvertisingresearch.com/content/early/2022/08/15/JAR-2022-017.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2022/08/15/JAR-2022-017.full
AB  - 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.