Deepfakes: uses and legal implications

Deepfakes are opening up new possibilities for marketers

From virtual fitting rooms to AI-generated influencers and individualized advertising messages – deepfake technology offers a vast array of options that can be leveraged in marketing. For example, it allows advertising measures to be hyper-personalized so that a commercial can be precisely tailored to different target groups as part of a campaign. Among other aspects, that could be done in the form of language, since deepfake technology makes it possible to adapt speech – including lip movements – without having to send the models to language school first. That’s just one example of the enormous potential that deepfake technology offers for marketing.

Legal aspects when using deepfakes

However, if you want to use deepfakes in your marketing, you need to thoroughly read up on the legal issues and problems associated with this technology. Deepfakes and AI are closely linked to matters concerning personal rights, and if marketers are unaware of the legal framework, they may particularly violate the following:

• General personal rights
• Copyrights
• Data protection laws
• Criminal law

The legal context of deepfakes in marketing

If you’re a marketer wanting to learn all about the basics, possible applications, and legal framework of this new technology, then look no further than our new DMEXCO whitepaper. Experts from the law firm SKW Schwarz explain how deepfakes work, provide specific examples of how deepfakes can be used in media and advertising, and give you key tips on legal aspects. As well as walking you through the current legal framework, they also discuss legislation that is in the pipeline for regulating the use of deepfakes and artificial intelligence in the future. Armed with all this information, you’ll be able to leverage the possibilities of this new technology, both confidently and in a legally compliant way.