{"id":14012,"date":"2026-04-08T09:14:39","date_gmt":"2026-04-08T08:14:39","guid":{"rendered":"https:\/\/siite.dk\/?p=14012"},"modified":"2026-04-08T09:14:39","modified_gmt":"2026-04-08T08:14:39","slug":"deepfake-marketing","status":"publish","type":"post","link":"https:\/\/siite.dk\/en\/marketingordbog\/deepfake-marketing\/","title":{"rendered":"Deepfake marketing"},"content":{"rendered":"<h2 class=\"wp-block-heading\">What is deepfake marketing?<\/h2>\n\n\n\n<p>Deepfake marketing is the use of artificially generated or manipulated audio, video and images in marketing to make content appear genuine, even if it is created in whole or in part by AI. The term is based on the word \u201cdeepfake\u201d, which typically describes media where a person's face, voice or behaviour is digitally imitated with high realism.<\/p>\n\n\n\n<p>In a marketing context, deepfake marketing is therefore about using this technology to create campaigns, ads, brand experiences or personalised content. For example, an advert where a celebrity appears to speak a new language, or a video campaign where a brand creates digital content with a virtual version of an ambassador.<\/p>\n\n\n\n<p>Technology creates both opportunities and concerns.<br><br>On the one hand, it can make production faster, cheaper and more creative. On the other hand, it raises serious questions about credibility, consent, ethics and legislation. That's why deepfake marketing is becoming increasingly important in discussions about digital marketing, AI and brand responsibility.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why has deepfake marketing become relevant?<\/h2>\n\n\n\n<p>Deepfake marketing has become relevant because artificial intelligence has become much more accessible in just a few years. It no longer necessarily requires large film studios or specialised effects teams to create compelling synthetic content. Many tools are now commercially available, making the technology interesting for big brands and small businesses alike.<\/p>\n\n\n\n<p>At the same time, marketing departments are under increasing pressure to produce more content faster and for more channels. This is where AI-generated videos, voices and facial animations can be an effective solution. A campaign can be localised to multiple markets, updated continuously and adapted to different audiences without having to record new material each time.<\/p>\n\n\n\n<p>Relevance also stems from consumers' relationship with digital content.<br><br>We've become accustomed to the fact that images, video and audio can be manipulated. Therefore, the line between creative marketing and deception has become more important than ever. Brands need to ask not only if something can be done, but also if it should be done.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>AI tools have become easier to use<\/li><li>Video production can scale faster<\/li><li><a href=\"https:\/\/siite.dk\/en\/marketingordbog\/personalisering\/\">Personalisation<\/a> has become a core marketing discipline<\/li><li>Global marketing requires local customisation<\/li><li>Ethics and transparency have become a competitive parameter<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How does deepfakes work in marketing?<\/h2>\n\n\n\n<p>Deepfakes are typically created using machine learning, where an AI model is trained on large amounts of audio, images or video. The model learns patterns in a person's face, facial expressions, voice or movements and can then generate new content that closely resembles the original.<\/p>\n\n\n\n<p>In marketing, technology can be used on several levels. Some solutions are relatively simple and involve voice cloning or lip-syncing. Others are more advanced and can create entire video sequences with a digital version of a person who was never physically present in the recording.<\/p>\n\n\n\n<p>What matters is that the result is perceived as realistic.<br><br>The more credible the synthetic representation, the greater the creative impact and ethical responsibility. Therefore, deepfake marketing should always be assessed based on technical quality, transparency and audience expectations.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Typical technologies behind deepfake marketing<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Face replacement, where a face is placed on another person's body or video<\/li><li>Voice cloning, where a person's voice is digitally imitated<\/li><li>Lip sync, adapting speech and mouth movements to new languages<\/li><li>AI avatars that act as virtual hosts or brand personalities<\/li><li>Generative video where completely new scenes are created without traditional recording<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Examples of using deepfake marketing<\/h2>\n\n\n\n<p>Deepfake marketing can be used in many ways, and not all uses are controversial. When used openly and responsibly, it can create new forms of storytelling and effective content production. It is especially relevant in campaigns where brands want high flexibility or strong visual impact.<\/p>\n\n\n\n<p>For example, a brand can use AI to let a spokesperson deliver the same message in multiple languages with natural lip movements. This can make international campaigns more cohesive and reduce the need for multiple separate recordings. It can also ensure that the brand's visual identity remains consistent across markets.<\/p>\n\n\n\n<p>Other companies can use the technology to recreate historical figures, create virtual influencers or produce personalised videos on a large scale. Here, deepfake marketing becomes a tool to increase relevance, awareness and engagement, but only if handled with clear communication and respect for the recipient.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Localising promotional videos to multiple countries<\/li><li>Digital brand ambassadors and virtual spokespeople<\/li><li>Interactive campaigns with personalised video content<\/li><li>Creative campaigns with realistic but fictional scenes<\/li><li>Reuse and update older campaign material with AI<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">When does it make sense?<\/h3>\n\n\n\n<p>Deepfake marketing especially makes sense when brands need scalable production, quick customisation or complex personalisation. It can also be relevant in campaigns where the creative concept deliberately plays with technology, illusion or digital identities.<\/p>\n\n\n\n<p>However, it rarely makes sense if the purpose is only to shock or hide how the content is made. In such cases, the brand risks undermining trust, which is often more expensive than the short-term attention is worth.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Benefits of deepfake marketing<\/h2>\n\n\n\n<p>There are several reasons why companies are interested in deepfake marketing. The technology can create efficiency, boost creativity and make content more flexible. Especially in digital campaigns where speed and variety are crucial, AI-based production can be a big advantage.<\/p>\n\n\n\n<p>One of the biggest gains is scalability. Instead of shooting the same video many times, companies can customise messages, language and variations digitally. This saves both time and production costs, especially in international or data-driven campaigns.<\/p>\n\n\n\n<p>Another benefit is creative freedom.<br><br>Brands can develop campaign ideas that previously would have been expensive or impractical. This opens up new formats, more dynamic customer experiences and experimental storytelling that can differentiate the brand in a competitive market.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Faster video and audio production<\/li><li>Cheaper localisation of campaigns<\/li><li>More personalised communication<\/li><li>Greater creative flexibility<\/li><li>Ability to test multiple variations of the same message<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Disadvantages and risks of deepfake marketing<\/h2>\n\n\n\n<p>While deepfake marketing can be effective, the risks are significant. The biggest challenge is that the technology can be used to mislead. If a brand makes a person appear to have said or done something that never happened, it can trigger both ethical and legal issues.<\/p>\n\n\n\n<p>There is also a real risk of reputational damage. Consumers react quickly if they see manipulation without clear disclosure. At a time when authenticity and credibility are more important in branding, unclear use of deepfakes can damage relationships with target audiences in a very short time.<\/p>\n\n\n\n<p>What's more, the technology can be misused by people other than the brand itself.<br><br>Fake adverts, manipulated CEO videos or imitation customer service messages can cause confusion and fraud. That's why companies should not only think about how they use deepfakes, but also how they protect themselves against them.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lack of consent from people being impersonated<\/li><li>Risk of misinformation and misrepresentation<\/li><li>Loss of trust with customers and business partners<\/li><li>Legal conflicts over rights and use of identity<\/li><li>Increased risk of brand abuse and fake content<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Trust is the biggest challenge<\/h3>\n\n\n\n<p>In marketing, trust is often more important than technology. If the recipient is in doubt about what is real, the focus shifts from the message to the manipulation. This can make even a technically impressive campaign less effective.<\/p>\n\n\n\n<p>That's why companies should be especially careful with realistic AI representations of humans. The closer the content is to reality, the greater the need for transparency, consent and clear context.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Ethics and legislation in deepfake marketing<\/h2>\n\n\n\n<p>Ethics are key when it comes to deepfake marketing. Even if something is technically possible, it doesn't mean it's responsible. The use of celebrities, employees, customers or public figures in particular requires careful consideration because identity and credibility are sensitive areas.<\/p>\n\n\n\n<p>A basic principle should be consent. If a person's face or voice is used in synthetic form, there must be clear authorisation and clear agreements on use. This applies to commercial material, employer branding, social media and advertising.<\/p>\n\n\n\n<p>In addition, legislation on personal data, copyright, marketing law and consumer protection come into play. Regulations are constantly evolving, especially as AI becomes more widespread. Companies should therefore seek legal advice if they are working with realistic AI representations in campaigns.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Obtain clear consent before using someone's identity<\/li><li>Inform the recipient if the content is AI-generated or manipulated<\/li><li>Avoid presenting something as documentary if it is synthetic<\/li><li>Ensure contracts cover usage, duration and channels<\/li><li>Always assess the risk of misunderstanding and reputational damage<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">The need for transparency<\/h3>\n\n\n\n<p>Transparency is a crucial part of responsible deepfake marketing. If a brand openly states that a video is AI-created or digitally manipulated, many consumers will accept it as a creative move. The problem arises especially when brands try to hide it.<\/p>\n\n\n\n<p>Openness doesn't just protect against criticism.<br><br>It can also strengthen the brand's position as a responsible and modern player that uses new technology with respect for both people and the market.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Deepfake marketing and SEO<\/h2>\n\n\n\n<p>Deepfake marketing is also a relevant topic in <a href=\"https:\/\/siite.dk\/en\/marketingordbog\/seo\/\">SEO<\/a>, Because searches on AI, digital ethics, content marketing and new forms of advertising are growing. Companies, media and agencies are looking for knowledge about what the term means, how it's used and what implications it can have. That's why informative content on the topic can drive both traffic and authority.<\/p>\n\n\n\n<p>From an SEO perspective, it's important to cover the topic broadly and naturally. Users search not only for \u201cdeepfake marketing\u201d but also for related terms such as AI marketing, synthetic media content, deepfake advertising, ethical AI and personalised video. A good article should therefore answer definition, application, benefits, risks and legislation.<\/p>\n\n\n\n<p>It's also a subject where expertise and credibility matter a lot.<br><br>Content should be factual, up-to-date and written in clear language so that both professionals and general readers can understand the topic. This increases the chance of visibility in search engines and strengthens the professional relevance of the site.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How organisations should work with deepfake marketing<\/h2>\n\n\n\n<p>Companies considering deepfake marketing should start with strategy rather than technology. The first question is not which tool to use, but what purpose the content serves. If technology doesn't improve user experience, efficiency or relevance, it's rarely the right choice.<\/p>\n\n\n\n<p>The next step is to set clear internal guidelines. Marketing, legal, communications and management should agree on when <a href=\"https:\/\/siite.dk\/en\/marketingordbog\/ai-genereret-indhold\/\">AI-generated content<\/a> can be used, how it is labelled and who approves it. This creates a more accountable process and reduces the risk of errors.<\/p>\n\n\n\n<p>Finally, companies should test audience reactions.<br><br>Some audiences are curious and tech-positive, while others are more sceptical. That's why it's important to evaluate both performance and trust, not just click-through rates and impressions.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Define purpose and desired effect before production<\/li><li>Only use deepfakes with clear consent and rights<\/li><li>Be open about the use of AI in the campaign<\/li><li>Include legal and ethical assessment early in the process<\/li><li>Measure engagement, brand perception and credibility<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Good questions to ask before launch<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Is the target audience informed that the content is AI-generated?<\/li><li>Have all people involved given consent?<\/li><li>Can the campaign be misconstrued as genuine documentation?<\/li><li>Will using technology strengthen or weaken brand credibility?<\/li><li>Is there a plan for handling criticism or abuse?<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The future of deepfake marketing<\/h2>\n\n\n\n<p>Deepfake marketing is likely to become more prevalent in the coming years. Technology is getting better, cheaper and easier to integrate into mainstream marketing tools. This means that synthetic video, voices and virtual people could increasingly become part of the commercial toolbox.<\/p>\n\n\n\n<p>But the future doesn't just depend on the quality of the technology. It largely depends on how the market reacts and what norms emerge around transparency and responsible use. Consumers are likely to accept more AI content if it is used honestly and meaningfully.<\/p>\n\n\n\n<p>The most likely outcome is therefore not that deepfake marketing will completely replace classic production, but that it will become a supplement. Brands that balance creativity, ethics and transparency will be best placed to utilise the technology without undermining trust.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: What does deepfake marketing mean?<\/h2>\n\n\n\n<p>Deepfake marketing is the use of AI-created or AI-manipulated audio, video and images in marketing where the content appears realistic and human. It can be used for everything from localisation and personalisation to creative campaigns and virtual brand experiences.<\/p>\n\n\n\n<p>The concept is relevant because technology opens up new opportunities for efficient and scalable communication. At the same time, it makes it necessary to consider ethics, transparency, legislation and responsibility. It is precisely the tension between innovation and credibility that makes deepfake marketing so important to understand.<\/p>\n\n\n\n<p>For Danish companies and marketers, the point is clear:<br><br>Deepfake marketing is not just a technological trend, but a strategic area where creativity must go hand in hand with consent, transparency and respect for the recipient. When this happens, technology can be valuable. When it doesn't, it can quickly become a problem.<\/p>","protected":false},"excerpt":{"rendered":"<p><!-- wp:paragraph --><\/p>\n<p>Deepfake marketing is a technological development that both opens up new creative possibilities and raises important questions about ethics and credibility. In this article, you'll get a clear overview of what deepfake marketing is, how it's used, and why it's becoming increasingly prevalent in modern marketing.<\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"Hvad er deepfake marketing og AI i praksis?","_seopress_titles_desc":"Hvad er deepfake marketing? 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