Exploring the Influence of Deepfake Technology in Marketing

Have you come across the term “deep fake” yet? If not, let’s dive into our marketing lexicon to not only unpack its meaning and significance but also to share an intriguing narrative about Slovakia’s deepfake advertising endeavor.

The digital era we inhabit is characterized by a continuous stream of innovations, and among them stands out the emergence of deepfake technology—a concept that was virtually nonexistent just a few years ago.

The term “deep fake” owes its origin to the amalgamation of “deep learning” and “fake.” It encapsulates the capabilities of artificial intelligence to seamlessly integrate a person’s likeness or voice into pre-existing video content.

Indeed, deepfake technology has found its niche in Slovakia as well. Have you happened to catch actor and comedian Julius Satinsky’s message on TV in recent days? Despite his passing nearly two decades ago, his voice resurfaced in an advertisement for the Slovak Savings Bank.

The advertisement, thanks to deepfake technology, did not feature an original recording of Satinsky’s voice but rather an imitation crafted by artificial intelligence. This groundbreaking campaign was masterminded by the innovative minds at marketing firm Zaraguza in collaboration with Ukrainian startup Respeecher, pioneers in the realm of voice cloning since 2018.

Remarkably, Respeecher’s endeavors have garnered significant acclaim and support, attracting major investors, securing contracts within Hollywood, and earning prestigious accolades. Notably, their technology extends beyond the realm of marketing, offering a lifeline to individuals who have lost their voices due to conditions such as cancer.

Once again, it serves as a poignant reminder that while technological advancements may sometimes evoke apprehension, they also possess the capacity to inspire and uplift society when wielded responsibly.