Cadbury is using Deepfake Technology In Their Ad Using Shah Rukh Khan
Cadbury, Known For Creating popular ad campaigns, has taken up yet another issue this Diwali of loss of jobs and income due to the pandemic.
They got shah rukh khan for the ‘NotJustCadburyAd’ Campaign, which allows local store owners to create an ad for their shops for free using the face and voice of shah rukh khan.
The Company Collaborated with Rephrase.ai, Which specializes in creating life-like, “Studio Quality” ads Using AI tools and Artificially Generated Narrators.
The ad uses AI to let viewers create their own ad through a dedicated Website.
While the ads have won many hearts, it has raised questions about the possibility of it promoting deep fakes.
How does it Happen?
This is called Synthetic media, which is content that’s generated or altered by Al.
Today, most people are familiar with synthetic media through deepfakes, a form of synthetic media in which a person in a video/image is replaced with someone else.
The field is expanding, and synthetic media companies aim to disrupt more and more parts of traditional media, making new things easier to create. Some types of synthetic media today include AI-written music Text Generation Image & video Voice Synthesis.
How it can be used in Personalised Ads?
People who watch movies, TV, & video games in the future will see individualized, synthetic product placements tailored to their tastes and needs.
Let’s say, Ashok Likes Nike Sneakers. Ashok plays a game and sees a game character wearing Nike Sneakers.
His friend Radha Like Adidas Sneakers and when she plays the same and sees the same game character wearing an Adidas Sneaker.
On the more lighthearted side, deep fakes have been used to reunite Tupac & Snoop Dogg in a 2020 music video, make celebrity-endorsed adverts during social isolation & create memes.
Disadvantages of synthetic media
- Loss of Control
The Al is largely in charge of the quality & appropriateness of the output, making some forms of synthetic media risky for brands to incorporate.
The public is conscious of how it may be used to spread fake news or lead people to believe it is real when it’s not.
- Security Issues
Synthetic generation of voices & images can bypass personal biometric security tools like facial or voice recognition software.