What the f…fake

I’ve just been reading about the technology behind what has been termed “deep fake videos.” I have to say, it’s scary. Our job is to help our clients promote their products and services, to help businesses grow. Yes, we want them to make a good first impression. Yes, we want them to highlight the best features of who they are and what they do. Yes, we want to increase their customer base and sales. But, we are steadfast in advising all our clients that they need to do so accurately and honestly.

Deep fake videos have mainly been focused on embarrassing celebrities and/or creating ridiculously farfetched content to ratchet up views for profit. Sure, it’s entertaining, and can be hilariously funny. But – there is a down side to not being able to believe what we see with our own eyes.

This video explains how deep fakes are created. You might notice that there is something a little off in the video of Obama. Now, watch this video of David Beckham speaking nine languages in a public service announcement promoting the fight against malaria. It’s pretty perfect.

That video was made by Synthesia, a UK company headed by CEO Victor Riparbelli. He believes that within three years, we won’t be able to tell the difference between fake and actual video – there will even be the ability to create a totally fake human doing and saying whatever.

So, how does all of this relate back to Internet Advertising and what we do for our clients? Obviously, fake is fake if it’s not accurate. We don’t want to create videos that show vacuum cleaners flying all over the house to clean your blinds, door frames, etc., in addition to the floor. That is dishonest. But what if it was easier and cheaper to create a truthful video by computer rather than recording live action? Is that ok? We’d love to hear your thoughts on that.

And, can our honest clients compete against the fakers? We still firmly believe that good will eventually prevail. It doesn’t take long for word to get out these days, so scams are short-sited regardless of your morals.

Conclusion? Well… be aware that you won’t be able to tell the difference between true and fake, so it’s probably best not to buy any flying vacuums; and, have faith that honesty is still the best policy for your business.