As synthetic media becomes more advanced, deepfakes—AI-generated videos, images, and audio that mimic real people—have moved beyond novelty and into mainstream use. While they’re often associated with deception or controversy, deepfakes also present powerful opportunities for marketers looking to create more dynamic, personalized content.

So, how should businesses navigate this evolving landscape? Is it a minefield of ethical pitfalls, or a creative goldmine waiting to be tapped?

This article explores the dual nature of deepfakes in modern marketing: their risks, rewards, use cases, and how brands can responsibly embrace this disruptive technology.

Understanding Deepfakes in Marketing

What Are Deepfakes?

Deepfakes use artificial intelligence—specifically deep learning and neural networks—to create synthetic media that can replicate a real person’s appearance, voice, or actions. These AI-generated visuals and audio can be nearly indistinguishable from real footage.

Originally developed for entertainment and experimentation, deepfakes are now appearing in political misinformation, social media content, corporate training, and—yes—marketing.

Why Marketers Should Pay Attention

As digital consumers demand more immersive and personalized content, brands are under pressure to innovate. Deepfake technology can provide new storytelling formats and customer engagement tactics that feel hyper-realistic.

Example: A sports apparel brand could use deepfake technology to create a personalized message from a celebrity athlete endorsing a customer’s latest purchase.

But with this power comes responsibility—and risk.

Opportunities: Creative Innovation Through Deepfakes

1. Hyper-Personalized Campaigns

Deepfakes offer a new level of personalization, allowing brands to create custom content that speaks directly to individual users.

• Create AI-generated celebrity endorsements using customers’ names.

• Develop localized versions of global campaigns using region-specific spokespeople or languages.

• Use AI avatars for interactive sales support and onboarding.

Example: A travel brand could generate destination guides narrated by a virtual version of the customer's favorite influencer.

2. Cost-Effective Content Creation

Hiring celebrities, influencers, or spokespeople for every campaign is expensive and logistically complex. With deepfake technology, marketers can create reusable avatars or synthetic models, saving costs over time.

• Reduce the need for re-shoots and physical sets.

• Produce more variants of video content for A/B testing.

• Launch simultaneous multi-market campaigns using virtual hosts.

3. Reviving Legacy or Historical Figures

Brands with long histories can bring back founders, mascots, or brand ambassadors using deepfake tech. This can be a powerful way to drive nostalgia and emotional connection.

Example: A heritage automobile brand could use a virtual version of its original founder to narrate a new commercial, bridging past and present.

The Threats: Ethical, Legal, and Reputational Risks

1. Misinformation and Brand Trust

The biggest concern with deepfakes is the ease with which they can be used to mislead or manipulate. If customers discover that a message they believed to be authentic was AI-generated, it could backfire dramatically.

• Misused deepfakes can erode customer trust.

• Fake endorsements may be seen as deceptive advertising.

• Regulatory backlash may follow unethical campaigns.

Real-world case: In 2023, a luxury brand was heavily criticized for using a deepfake of a deceased actress in an ad without proper permissions or context.

2. Legal and Consent Issues

Legal frameworks around deepfake content are still evolving, but key areas of concern include:

• Right of publicity: Using someone’s likeness without consent.

• Intellectual property: Ownership of AI-generated content.

• Defamation: Falsely attributing statements or behaviors.

Brands must ensure they have full consent when replicating real individuals and clearly disclose when content is AI-generated.

3. Deepfake Fatigue and Backlash

As deepfake content becomes more prevalent, consumers may become increasingly skeptical, leading to what some experts call “synthetic content fatigue.”

• Overuse could reduce novelty and impact.

• Consumers may feel manipulated or devalued.

• Authenticity will remain a critical currency.

Transparency and storytelling will be essential to offset these concerns.

Navigating the Ethical Line: Best Practices for Brands

1. Use Deepfakes Transparently

Always disclose when AI-generated content is used. Transparency builds trust.

Tips:

• Add disclaimers or behind-the-scenes content explaining the tech.

• Avoid making synthetic content appear deceptively real.

• Consider using deepfake avatars as “virtual influencers” rather than impersonators.

2. Prioritize Consent and Rights Management

Secure written consent from any real-life person whose likeness or voice is used—even if it’s digitally recreated.

• Use contracts for influencer or celebrity replicas.

• Work with legal teams to define usage rights.

• Monitor third-party platforms to prevent unauthorized use of your deepfakes.

3. Align with Your Brand Values

Ask yourself: Does this use of deepfake tech align with our mission, values, and tone?

• Avoid sensationalism just for clicks.

• Don't sacrifice trust for short-term novelty.

• Build emotional storytelling, not just technical gimmicks.

Real-World Examples: Deepfakes in Action

1. Cadbury's Deepfake Campaign in India

Cadbury India used deepfake technology to allow local store owners to create customized ads featuring Bollywood actor Shah Rukh Khan encouraging people to shop at their store. It combined personalization, AI, and celebrity power with ethical transparency—earning praise rather than backlash.

2. Synthesia for Corporate Training

The AI video platform Synthesia allows companies to create internal training content using synthetic avatars. This reduces costs, ensures consistency, and allows updates without re-shooting entire modules.

3. Dior and CGI Influencers

Luxury brands like Dior are exploring synthetic ambassadors—CGI influencers powered by AI—that aren’t deepfakes per se, but are part of the synthetic media movement. These virtual personalities raise fewer consent issues and allow total brand control.

The Future: Deepfakes and the Next Era of Marketing

1. Regulatory Clarity Will Shape Adoption

As governments introduce new legislation (e.g., the DEEPFAKES Accountability Act in the U.S.), marketers will need to keep pace with evolving standards.

Expect:

• Mandatory disclosures

• Platform restrictions on deceptive content

• Heavier penalties for misuse

2. AI-Generated Content Will Coexist with Human Creators

The future of content isn’t human vs. machine—it’s collaborative. Smart marketers will blend real and synthetic elements to create high-quality, scalable storytelling.

• Use deepfakes for volume and variation.

• Use real people for emotional authenticity.

• Combine the two for hybrid campaigns.

3. Consumers Will Demand “Synthetic Authenticity”

Audiences may accept deepfakes—if they feel emotionally honest and ethically sound. This concept of “synthetic authenticity” means:

• Transparent storytelling

• Empathetic use of AI

• Consistent alignment with brand values

Conclusion: A Tool, Not a Shortcut

Deepfakes are not inherently good or bad—they’re tools. Like any technology, their impact depends on how they’re used. For marketers, the challenge lies in balancing innovation with integrity.

Embraced responsibly, deepfakes can supercharge personalization, scale content production, and open up new creative dimensions. Abused or mishandled, they can damage brand credibility, alienate audiences, and invite legal trouble.

In the age of AI, authenticity, transparency, and consent aren’t just ethical choices—they’re strategic imperatives.