What should marketers be aware of about video fraud?

When you hear the word "deepfake," you might immediately be thinking of fraudulent, morally questionable or just plain disturbing videos which have swept across the internet over the last several years. As fakes - and the AI technology that powers them only get more sophisticated as they become more sophisticated, it's essential that producers and marketers from all industries know how they function and find ways to make use of these to stay ahead in our changing world.

For those not aware to deepfakes, they are fake media made digitally and modified in order to alter or recreate a person's appearance convincingly - resulting in the ability to create videos that look and feel real but aren't. This is why it's normal that they can get a negative rap as they spread misinformation and exploit the appearance of people.

Like any technology, though it's about how you utilize it. Innovative and innovative creators as well as marketers have already begun making use of the deepfake technology -in a responsible and ethical manner using it in a sensible and ethical wayto develop new forms of art in addition to tell innovative stories, and make their own videos better.

In this post, we'll cover some examples of how deepfake technology can be making a difference as well as suggestions for ways to play around with the technology on your own.

What's a fake fake?

A deepfake is an image or audio file of someone whose facial or body is digitally altered. Deepfakes make use of AI to create likeness, relying on pattern recognition to determine the tone, expressions, and movements.

A variety of other definitions for deepfake include synthetic media, artificial media or AI-generated media.

 A description of deepfakes

The invention of Generative Adversarial Networks (GAN) began the trend toward fakes that are realistic in 2014. GANs comprise two artificial intelligence agents that produce fake images as well as identify fakes, which allows the AI to evolve over time.

The development of Deepfakes is also possible by using a deep-learning computer network, which is also referred to as a variable auto-encoder (VAE). VAEs can be taught to encode images using low-density representations of subjects as well as later translate those representations and convert them into motion.

The expression "deepfake" was coined in 2017, and in 2018 media went on the attack over deepfakes and viral videos and fake video clips from Barack Obama and Donald Trump appearing on social media.

But, they also have other uses which have become more relevant to consumers of all ages, not just hackers and Internet trolling sites that seek to disseminate false information.

What are the methods used to make fakes be effective?

Machine Learning AI is a crucial component of the making process for a deepfake. Deepfakes depend on this tech to recognize patterns in images along with other information.

To create fake videos it is necessary for the creator to supply these algorithms with hours of footage. Then, the deep neural networks in order to detect patterns in facial expressions, tones along with other elements. Next, you need to combine the learnings and graphics.

It's not hard to construct faked deepfakes. You'll need only the video or audio from the person you're trying to imitate. Although it might be difficult at first creating an authentic fake requires no sophisticated tools. All you need is basic knowledge of graphics design and editing capabilities.

A few examples of video art deepfakes

Marketers are at the beginning stage of using deepfakes along with other AI technology for video and digital marketing. The examples below do not exactly fit in a marketer's toolbox but however, they demonstrate the capabilities of these AI technologies in the moment.

   1. Chris Shimojima's "Dolche Big Man"

This breathtaking Staff Picked music video from the director Chris Shimojima takes deepfake technology and flips it around, incorporating faces of 14 actors (and 40 other contributors) as a narrative. It's a stunning and surprising blend of human and technological emotion.

   2. David Beckham's various

Malaria must die made use of AI to influence soccer superstar David Beckham to speak in nine languages. The campaign leveraged deepfake technology in order to generate a huge impression and dramatically increase their impact.

   3. Salvador Dali's museum greeting

The Dali Museum spent over 1000 hours of machine-learning to the Dali DaliMuseum to come up with their version of Salvador Dali just right. This is an innovative approach to museum visitors which gives them the chance to see objects from a different perspective and also allows them to acquire knowledge about art from the artist himself!

3 everyday uses for deepfake technology to create video

Some applications of deepfakes are beyond an average marketer's abilities, there are many innovative and exciting techniques to utilize the power of fake technology to your advantage.

• Fix sloppy lines within the post Anyone with editing skills, you've seen the trials and tribulations of cutting together clean audio recordings from a informal interview. If your interviewer utterly misunderstood or did not respond with the full length of a sentence, making use of the technology of deepfake to fill in the blanks is a fantastic way to keep your post-production process moving without the necessity of having to reshoot. (Just ensure you have the person's consent first, of course!)
     
  
• Customize videos for customers at a larger scale Marketers are able to implement an easy way to personalize their greeting videos or promo videos that feature customers' names as well as their corporate names. All you require is the names of your prospects and sufficient sound from the camera for deepfake tech to add it into every video.
     
  
• Translation of your YouTube video Deepfake technology opens an entirely new realm of simple translation. Instead of subtitles, artificial intelligence could provide spoken-language translations made from an audio library or an voice actor's.

Innovations in technology, as well as opportunities are emerging.

We don't know for sure regarding what the future of AI is going to be, but there is one thing that's certain: deepfakes aren't going anywhere. Much like other AI-powered technologies (chatGPT for example? ) Anybody who is open to playing with deepfakes and be open to the potential for mistakes will be able to compete in the changing world of video.

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