The impact of deepfakes on marketing

by Jacob Solomon Mar 18, 2023 News
The impact of deepfakes on marketing

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I came across a deep fake while researching artificial intelligence. His seemingly legit profile and engagement on social networks made it hard to see. It was clear that he wasn't a real person after seeing the same photo on the internet. I followed him and learned a thing or two.

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The ubiquitous Dr. Lance B. Eliot

We both have 11,000 followers on the professional networking site. Both have thousands of followers on LinkedIn and decades of experience in artificial intelligence. The repetitive thread-jacking that leads to his many Forbes articles is not the reason why people engage with him onLinkedIn.

On Forbes, he publishes every single day with the same headline. It is obvious after reading a few articles that the content is generated by artificial intelligence. One of the biggest issues with Forbes is that they limit readers to five free stories a month until they pay for a subscription. Forbes has put itself up for sale with a price tag of over a billion dollars.

The Medium paywall charges $5 a month. Most of the PR professionals use paid media services that are expensive and relied upon.

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There is a sale of books on the internet. He sells them through Amazon for $4, while Walmart sells them for less. The pearls of wisdom on Thriftbooks sell for $27, which is less than the price on Porchlight. Book sales are influenced by fake reviews. Some humans gave the books low ratings because they found the content repetitive.

The damage to big brands and individual identities

After using another browser, I was able to find no results for a search on Eliot on the real site. There was a side-by-side comparison of the authentic and branded pages.

On ArXiv, there was a similar experience. With a slight change to the Cornell logo, one of Eliot's academic papers was posted, filled with typos and more low-quality artificial intelligence-generated content. An 1897 edition of the Harvard Law Review was cited as a source by the paper.

People who aren't interested in reading Eliot's content can listen to his podcasts. If you like to listen to someone read word for word from a script of paper, this is a good show for you.

The URL that was posted next to the podcasts was promoting his website about self- driving cars. Techbrium, a fake employer website, was found by a refresh on the same link.

It is amazing that he is able to do all of this and still speak at summits. The fake events feature big-name tech companies listed as partners, with a who's who of advisors and real bios of executives from the likes of Adobe, ServiceNow, and the Boston Red Socks.

Senior technology executives can attend HMG events free of charge. A no-show fee of $100 will be charged if you are unable to attend or send a report due to some reason.

The cost of ignoring deepfakes

A deeper look into the man led to a two-year-old thread calling him out. There are millions of deep fakes making money online that are getting harder to spot.

There are questions about who is responsible for the financial effects of deepfakes. It costs a lot to download and target fake prospects, and to pay for affiliate links.

A keen eye can spot a deep fake from the fuzzy background, strange hair, odd set eyes, and robotic voices that don't sync with their mouths. The cost of deepfakes wouldn't be billions of dollars if this were a universal truth.

Some of the issues that make it hard to spot a deep fake are still being fixed. The outing-the-deepfakes article helps the artificial intelligence learn and improve. The responsibility of spotting deepfakes to individuals is left to them.

Kathy Keating is the founder of Pros InComms.

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