“It would not surprise me at all if, in the next 10 years, every brand has a virtual synthetic identity.” - Dr. Shawn DuBravac
Today you can visit a website entitled This Person Does Not Exist that generates AI composite images of humans. Over on Instagram you can follow any number of AI-generated influencer profiles; some clearly not real, others less obviously so.
As these technologies are used to produce content that is increasingly indistinguishably human, questions about the ethics and potential of AI and deepfakes technology are creating a stir within marketing circles.
The alchemy of blending brand mascots, celebrity endorsements, and AI to create entirely unique virtual influencers has created an exciting new frontier in digital branding. Still, there remain very real concerns around how to gain and maintain customer trust when using synthetic humans as the face of a brand.
Deepfakes and the future of digital influencers were the topics of this month’s Big Minds Collective session with futurist and author Dr. Shawn DuBravac. LinkedIn created the Big Minds Collective is a forum where marketing agency leaders can play with new concepts and discuss innovative ideas with top minds from other areas of expertise. We’ve collaborated with economists, futurists, and architects, and found this sparks dynamic and spirited discussion between agency leaders themselves.
Dr. DuBravac was joined in this past session by a dozen of these executives and thought leaders from across the marketing and advertising industries. Here’s what a few of them had to say about their experience with the Big Minds Collective forum:
"Deepfakes technology has the potential to completely disrupt how we think about brand representation, from influencers and the use of talent to personalization at large. While there are no doubt many responsibility issues to be navigated, it expands how we think about creatively bringing brands to life.” - Amy Crowther, VP, Brand Planning, Jellyfish
“My perception surrounding the digital/virtual influencers opportunity has changed from our conversation with the Big Minds Collective. The idea of a virtual influencer was previously top-of-mind for me surrounding the growing buzz around the metaverse, and it’s clearer now that there are strong use cases that brands can start to consider today around the development and activation of virtual assets.
“Regarding deepfakes, I think there are a lot of opportunities for cyber security businesses to play a role here by bringing attention to the increased sophistication of today’s deepfakes technology to consumers, simultaneously benefiting them long term as they increase their authority in the space. “ - Zaryn Sidhu, VP Paid Social Activation, Brain Labs Digital
Dr. DuBravac led the group in a conversation that examined the nature of AI brand representation, addressed some common concerns, and explored the possibilities this technology presents for marketers.
First, Let’s Look at the Technology
The discussion opened with Dr. DuBravac introducing participants to the AI technology he would be covering in his presentation: deepfakes, synthetic voice, and digital influencers.
Deepfake
Deepfakes are a digital media technology that replaces an existing person in a photo or video with another person’s likeness.
The act of faking photos or video has been around since the dawn of photography, but AI technology known as deep learning (the “deep” part of the term “deepfake”) has made these replacements virtually seamless.
Synthetic voice
In addition to AI creating indistinguishable human faces, it can replicate the human voice, too. This technology has been used to voiceover celebrity endorsements in other languages while retaining the unique qualities of the celebrity’s voice.
We have crossed the uncanny valley
The term “uncanny valley” was coined to denote the point at which a computer-generated or robotic face bears a near-identical resemblance to a human being, yet still arouses a sense of unease in the observer. Most people have experienced this sensation, even if they didn’t have a name for it.
Now, however, it appears that technology has finally advanced beyond the uncanny valley.
Dr. DuBravac demonstrated this with a quiz. Attendees were asked to review a selection of faces and identify which ones were fakes. Spoiler: they were all fakes. As Dr. DuBravac explained, “A recent study found that we can’t really tell the difference between a deepfake and a real face. When they probed a little bit deeper, they found that people actually found the deepfakes to be more trustworthy.”
Digital influencers are already here
Social media is already home to several digital influencers created to look and behave like human beings, like Lil Miquela. Dr. DuBravac used her as an example of how lifelike and widely popular these digital influencers are. Lil Miquela has over 3 million followers on Instagram and has been featured in marketing content for brands like Prada, Dior, and Calvin Klein. She has even released some original music!
“What are the desirable characteristics of a synthetic human?” Dr. DuBravac asked.
The responses included things like the ability to reflect emotion, empathy, alignment with values, relatability, and authenticity.
In short, we want synthetic humans to be deeply human.
What This Means for Marketers
Dr. DuBravac was eager to discuss how marketers have been using this technology to promote their brands, and what the future holds for digital influencers and AI in brand development.
Establishing trust
One of the main concerns brought up during the session was how brands can maintain the trust of their audience when using digital influencers.
And it’s a valid concern. Marketers need to be thoughtful about how they engage with their audiences through these digital influencers. No one wants to accidentally summon a 10-story brand disaster.
Transparency and trust are important things to consider. For most brands, revealing that their influencer is artificial up-front will be important for maintaining that trust. For others, the uncertainty might be part of the broader brand story.
“We know from neuroscience,” explained Dr. DuBravac, “that our brains fire differently when we know we're interacting with a computer.”
What does this mean for brand transparency? “I think in some instances, you'll see brands be very transparent about what's powering that entity. Other times? They'll allow a little intrigue.“
Managing all aspects of the story
Storytelling is one of the most powerful tools marketers can use to create durable relationships and memorable experiences with their audiences.
Digital influencers allow brands to create a fully-realized character story that can grow over time. As the digital influencer shares content, they can fill in the details of their backstory, and become more grounded in reality.
In addition to having complete control over the story arc of their influencer, marketers can eliminate a lot of the costs associated with the production of real-world content using human influencers.
The Future is a Blending of Worlds
Dr. DuBravac touched on this very concept in his closing thoughts. “High-priced talent carries a cache with them that people immediately recognize. But I think the way we use humans will change. The way we build brand identities will definitely change. And I think that's the great opportunity.”
The future of branding, Dr. DuBravac predicts, is a blending of the virtual and real worlds.
Topics: Agency
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