How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry

Colin Campbell, Kirk Plangger, Sean Sands, Jan H. Kietzmann, Kenneth Bates

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)
150 Downloads (Pure)


Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of— advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.

Original languageEnglish
Pages (from-to)241-251
Number of pages11
Issue number3
Early online date18 Aug 2022
Publication statusPublished - 1 Sept 2022


  • Manipulated advertising
  • creativity
  • deepfakes
  • generative adversarial networks (GANs)
  • artificial intelligence (AI)
  • machine learning


Dive into the research topics of 'How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry'. Together they form a unique fingerprint.

Cite this