Deepfake Production

Trend – "Deepfake" technology, a machine-learning technique that superimposes smart technology to people's images to create highly realistic–but fake–videos, is being used to produce content by brands as well as those aiming to bring awareness to its potential, realities, and dangers. With fear growing about how this technology will continue to impact social and political issues online, exposing these potentials incites consumers to be more critical of what they see online.

Insight – As consumers become more concerned about how to discern what's real and what's fake online, creative endeavors that educate instead of sensationalizing are allowing them to be more informed and empowered in how they engage with content. In an era where digital exploitation, "fake news" and misinformation are already rampant, deepfake techniques have the potential to accelerate these issues. However, with brands creating more constructive campaigns, it's clear that the technology can also have an impact in industries related to everything from marketing to art.