As the technology industry advances, new innovations will continue to surface and redefine the world as we know it. Deepfake, a form of artificial intelligence and machine learning, has done just that. Through deepfakes, content creators and individuals have been able to generate and manipulate images and video content to depict individuals doing things they never did and even events that have never happened before.

So pervasive are deepfakes in our world now that cybersecurity and virtual private network provider ExpressVPN found that they could impact how we remember and recall historical events and influence our perception of reality.

While deepfakes are often discussed in the context of fake news, identity theft, or malicious intent, their potential use in retail and marketing is a relatively unexplored territory.

Below, we look at some of the many ways deepfakes, AI, and machine learning algorithms can positively impact retail and marketing industries.

Enhanced personalization for consumers
One of the most impactful uses of deepfake technology in retail and marketing could be to enhance personalization. Brands could use deepfakes to generate personalized video content featuring the customer themselves. For instance, customers could see themselves trying on clothes virtually. This can give customers a more personalized experience and allow them to visualize how they would look in different outfits or how they could use a product in their everyday life.

Deepfakes or AI could also be a great way for consumers to share what they might want from a brand. Before the release of Tiffany & Co.’s Air Force One sneaker with Nike, many content creators were creating prototypes of what they thought the collaborative sneaker would look like using AI. When the sneakers were officially launched, multiple sneaker fans were actually fans of the prototypes created by others than the actual version. This could be a learning experience for both brands to see and understand what consumers might want and possibly even discover new talent.

Interactive in-store experiences
Brands are constantly looking for ways to engage their customers interactively. With deepfakes, they could create more immersive experiences by allowing consumers to interact with celebrity endorsers or animated characters virtually. Imagine a fan receiving a personalized video message from their favorite celebrity endorsing a product or kids interacting with animated characters from their favorite TV show while in the store. This could significantly elevate brand interactions, turning conventional marketing into more engaging, conversational, and immersive experiences.

Product demonstrations
Deepfakes could also play a significant role in creating hyper-realistic product demonstrations. This could be particularly useful for sectors like cosmetics or fashion, where brands could showcase a particular product’s appearance on different skin tones, body types, or facial features. This could be a game-changer in online shopping, where customers often need help to gauge how a product will suit them.

Customizable advertisements
Deepfakes could potentially enable the creation of customizable advertisements. Instead of creating separate ads for different demographics, brands could generate a base video and alter it using deepfake technology to target specific audiences. For instance, the brand ambassador’s clothing, language, or product could be customized to appeal to different demographics.

Some ethical considerations to think about
While the potential applications of deepfakes in retail and marketing are exciting, it’s also important to acknowledge the ethical implications. Privacy concerns are paramount, as creating personalized deepfake videos requires access to personal images and data. The technology also carries the risk of manipulation, with the potential to develop misleading representations of products or endorsements.

In response to these concerns, industry guidelines and regulations for deepfake usage in marketing and retail may need to be established. Transparency is critical, and consumers should be aware if deepfake technology is being used, particularly in the case of product demonstrations or endorsements.