Deepfake technology, particularly in the realm of marketing, has seen substantial growth and adoption, companies such as like Synthesia are leading the way by offering tools that create highly realistic deepfake avatars. In addition, these avatars are used for various corporate communications, including marketing videos, training materials, and internal messaging.
How Synthesia’s Deepfake Technology Works
Synthesia’s technology allows users to generate video content where avatars, created from real actors, can be made to speak any script provided. And is done by recording a one-time performance of the actor, which is then used to produce an infinite number of videos. Moreover, these avatars can be programmed to deliver messages in multiple languages, making it easier for companies to reach a global audience without the need to repeatedly film new content.
Adoption by Fortune 100 Companies
As of now, Synthesia’s tools are utilized by 44% of Fortune 100 companies. However, this widespread adoption underscores the effectiveness and efficiency of using AI-generated avatars in corporate settings. The following benefits include:
- Cost Efficiency: Reduces the need for repeated filming and production costs.
- Consistency: Ensures uniformity in communication, as the same avatar can be used across various platforms and languages.
- Scalability: Allows companies to quickly produce and disseminate large volumes of video content.
Applications in Marketing
In marketing, these avatars can be used for:
- Personalized Advertising: Creating personalized video messages for customers.
- Product Demonstrations: Providing consistent and engaging demonstrations of products.
- Customer Service: Offering virtual assistants that can guide customers through various processes.
Takeaways
Ethical Considerations
The use of deepfake technology in marketing raises several ethical concerns. Therefore, these include the potential for misuse in creating misleading or false information. Therefore, companies using this technology must implement robust ethical guidelines and transparency measures to maintain trust with their audiences.
Future Prospects
Furthermore, The future of deepfake technology in marketing looks promising, with ongoing advancements aimed at improving the realism and reducing the production time and costs further. As AI technology evolves, we can expect more sophisticated applications that could revolutionize how companies interact with their customers and employees.
