深度造假和人工智能将如何重塑广告业

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-08-18 DOI:10.2501/jar-2022-017

Colin Campbell, Kirk Plangger, S. Sands, Jan H. Kietzmann, Kenneth Bates

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引用次数: 7

摘要

创造性的人工智能技术(如深度伪造、生成对抗网络)正在为制作和编辑广告中的音频和视频内容提供新的方法。这些新工具高度自动化了广告的极端变化，以及整个广告的生成。从改变模特的肤色、年龄或性别，到改变模特的整个身体或声音，这些例子都有。这项调查发现，这些创造性的工具可能会对广告的构思、制作、编辑和定位产生潜在的巨大变化。本文探讨了这些变化，以及相关的伦理问题和需要研究的领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry

Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of—advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.