In his piece, “The Bright Side of Deepfakes,” Matt Latimer carefully explains the increasingly prevalent, and often negative, concept of deepfakes, AI-powered, fabricated images, sounds, and videos. While focusing on the evolution of the technology, the piece illustrates how deepfakes can further provide movement in the advertising industry, through localizing advertisements, ultra-personalized and immersive ads, and dynamic creative optimization. Latimer says, “As with many new technologies, deepfakes can be used with malicious intent, however we’re also already seeing their potential to revolutionize all aspects of media.”

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