ABSTRACT:
The systems and mechanisms inherent to generative artificial intelligence have sparked a digital revolution in the field of marketing and marketing communications. Artificial intelligence has enabled marketing entities to create original communication outputs in the form of personalised campaigns, in which deepfake plays a central role. This highly sophisticated generative AI tool is capable of constructing highly realistic yet inherently artificial content within a short period, utilising text, images, videos, and audio. Due to its ability to convincingly manipulate multimedia content, deepfake represents a significant factor in redefining traditional marketing communication concepts while opening new possibilities for content personalisation. For this reason, the objective of this research study is to examine the positive applications of deepfake technology in marketing communication campaigns, focusing on content personalisation, the creation of digital personas, and the enhancement of audience engagement. Through a qualitative case study approach, we analysed the positive aspects of the application and implementation of deepfake in selected communication campaigns: “Malaria Must Die”, “Deepfaked Dolph Lundgren”, and “My Dear Slovaks”. The research findings demonstrate that, despite the predominantly negative perception of deepfake technology by the general public, its targeted use in marketing communication campaigns has yielded the opposite, positive effect. Recipients do not perceive this generative technology with disdain or disapproval in the context of its application in communication campaigns; rather, they regard it as an innovative and interactive element of marketing communication that has the potential to enhance interest in the given brand.
KEY WORDS:
artificial intelligence, digitisation, deepfake, marketing communication campaigns, positive aspects of AI use, reality
DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.9