Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising

Colin L. Campbell, Kirk Plangger, Sean Sands, Jan Kietzmann

Research output: Contribution to journalArticlepeer-review

1419 Downloads (Pure)

Abstract

Traditionally, the production and distribution of advertising material has relied on human effort and analog tools. However, technological innovations have given the advertising industry the digital and automatic tools enabling advertisers to automate much of the advertising processes, and produce “synthetic ads,” or ads comprising content based on the artificial and automatic production and modification of data. The emerging practice of synthetic advertising, to date the most sophisticated form of ad manipulation, relies on various AI techniques such as deepfakes and generative adversarial networks (GANs), to auto-create content that depicts an unreal, albeit convincing, artificial version of reality. In this paper, a general framework is constructed to better understand how consumers respond to all forms of ad manipulation. It is anticipated that this paper will help to explain how consumers respond to the more sophisticated forms of synthetic ads – such as deepfakes - that are emerging at an accelerating rate. To guide research in this area, a research agenda is developed focusing on three manipulated advertising areas – ad falsity, consumer response, and originality. Furthermore, the implications for theory and industry are considered.
Original languageEnglish
JournalJOURNAL OF ADVERTISING
Publication statusAccepted/In press - 25 Mar 2021

Keywords

  • Manipulated advertising
  • synthetic media
  • deepfakes
  • Generative Adversarial Networks
  • Artificial intelligence
  • Machine Learning

Fingerprint

Dive into the research topics of 'Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising'. Together they form a unique fingerprint.

Cite this