AI and deepfakes are reshaping marketing — but at what cost?

Artificial intelligence and deepfake technology are rapidly transforming how brands communicate with audiences. From synthetic influencers to hyper-personalized video ads, marketers are using AI-generated content to boost engagement, cut costs, and scale across languages. But experts warn the line between innovation and manipulation is becoming dangerously thin.

“Deepfakes are no longer just tools for entertainment, they’re part of serious marketing toolkits now,” said Furkat Kasimov, digital marketing strategist. “They help create localized content at scale, but the ethical implications are huge.”

AI avatars and voice clones are already appearing in campaigns across sectors. “This lets regional campaigns scale without extra production teams,” strategist Priya Nair told IANS. “It’s fast, cheap, and Gen Z loves it.”

However, a major telecom brand recently faced backlash for using a deepfaked version of a late Bollywood actor, sparking outrage over digital consent.

“Using someone’s likeness without disclosure poses serious risks,” warned media law expert Amrita Basu. “Regulations are needed to protect both brands and audiences.”

Despite concerns, analysts expect the synthetic media market in marketing to surpass $15 billion by 2027. As Kasimov puts it: “The future is synthetic, but it has to be responsible.”

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