Deepfakes in Advertising - Danger or Opportunity?

If you’ve been anywhere near the internet lately, you’ve probably seen them — AI-generated videos of celebrities endorsing products they never used, or influencers “speaking” multiple languages fluently overnight. Welcome to the age of deepfakes in advertising — a technology that’s as exciting as it is unsettling.

For freelancers, solopreneurs, and small business owners, deepfakes are both a potential game-changer and a minefield. The question is no longer if they’ll affect marketing and advertising, but how — and what that means for your brand’s trust and growth.

Let’s unpack the opportunities, the ethical pitfalls, and how small players can use this tech responsibly.

What Exactly Are Deepfakes?

The term deepfake comes from “deep learning” (a form of AI) and “fake.” It refers to synthetic media — usually video or audio — in which a person’s likeness is digitally altered or generated. Think of it as Photoshop, but for moving faces and voices.

Deepfakes use AI to mimic human expressions, gestures, and speech patterns with astonishing realism. Originally, this technology lived in the world of Hollywood special effects and online pranks. But now it’s stepping into mainstream advertising, and fast.

The Rise of Deepfakes in Marketing

Major brands are already experimenting with AI-generated faces and voices to personalize campaigns at scale. Here are a few real-world examples:

• Lionel Messi speaking in multiple languages for a Lay’s ad — each version perfectly synced with his facial expressions.
• Deepfake Tom Cruise (the viral TikTok version) being used to show the potential of AI-driven brand storytelling.
• Small e-commerce brands testing AI avatars that can deliver product demos in any language without hiring real models or translators.

On the surface, it’s brilliant: more content, lower costs, and hyper-personalized communication. A small brand can now do what only corporations could afford a few years ago — appear global, professional, and multilingual.

The Dark Side: When Deepfakes Go Wrong

Deepfakes can be powerful tools, but they also come with serious ethical and legal baggage. Here are the biggest red flags for marketers and entrepreneurs:

1. Erosion of Trust

Once customers realize that faces and voices in ads might be AI-generated, they start to question everything. If viewers can’t trust what they see, even authentic campaigns may face skepticism. In marketing, trust is currency — and deepfakes can devalue it fast.

2. Legal Gray Zones

Who owns the likeness of an AI-generated “actor”? What happens if you use a real person’s image without consent? These questions are still being tested in courts worldwide. Regulations are tightening — the EU AI Act and various U.S. states now require transparency when synthetic media is used in ads. Failure to disclose can lead to penalties or even lawsuits.

3. Ethical Backlash

Even if your deepfake ad is legal, it might still feel “off” to your audience. Using AI to simulate a celebrity endorsement, for example, can appear manipulative. Consumers value authenticity, and crossing that line — even unintentionally — can harm your brand.

The Bright Side: When Deepfakes Create Real Value

Despite the risks, deepfakes also unlock creative opportunities that can level the playing field for smaller players.

1. Affordable Content Creation

High-quality video marketing used to be expensive. Now, tools like Synthesia, HeyGen, or Rephrase.ai let you create human-presenter videos in minutes — no cameras, studios, or actors needed. For freelancers or startups on tight budgets, that’s a big win.

2. Localization Without Limits

Want to launch your service in Spain or Germany? With AI avatars, your brand ambassador can “speak” perfect Spanish or German instantly — no reshoots required. This makes global expansion more accessible than ever.

3. Creative Experimentation

Deepfakes can help visualize “what if” scenarios for storytelling — imagine your product being explained by historical figures, or future versions of yourself showing your brand’s evolution. Used ethically and transparently, these can make for memorable, viral content.

Ethical Deepfake Marketing: A Simple Framework

So how can you use deepfakes responsibly — without losing credibility or crossing legal lines?

Here’s a simple framework we recommend at ThreeSixty:

• Be Transparent: Always disclose when synthetic media is used. Add a note in your video description or caption like “Created using AI-generated video tools.” Honesty builds credibility — and regulators appreciate it.
• Get Consent (Always): Never use a real person’s likeness, voice, or data without explicit permission. If you’re creating a fictional character, make sure it’s clearly fictional.
• Keep Your Brand Values Intact: AI should amplify your message, not distort it. If authenticity and human connection are part of your brand identity, consider hybrid models — use deepfakes for language translation or product demos, but keep real people in storytelling roles.
• Test Audience Reactions: Before launching publicly, test your deepfake ad with a small audience. See how they react — do they find it cool or creepy? This feedback will help you fine-tune tone, messaging, and transparency.
• Stay Updated on Regulations: Deepfake laws are evolving fast. If you operate internationally, track new requirements for AI labeling or content authenticity. (Platforms like OpenAI’s AI Disclosure Guide and EU AI Observatory are good starting points.)

Tools Worth Exploring

For small teams ready to explore deepfake-style video (ethically), here are a few beginner-friendly tools:

• Synthesia.io – create talking-head videos with text input.
• HeyGen – multilingual avatars for marketing and e-learning.
• Descript – clone your voice and edit audio with AI tools.
• Runway ML – advanced AI video editing for creatives.

These platforms are designed for transparency and professional use — not for impersonation or deception.

Looking Ahead: Deepfakes as a New Creative Language

In many ways, deepfakes are just the next step in digital storytelling. Remember when photo filters, CGI, or voiceovers first appeared? Each sparked the same fears — that technology would replace creativity. Instead, it expanded it.

For small businesses and freelancers, deepfakes offer scalability and experimentation like never before. The key is not to copy big brands, but to humanize the technology — to use it for accessibility, personalization, and creative impact.

Imagine a one-person design studio using a digital avatar to present client updates in multiple languages, or a local café creating a virtual barista mascot that interacts with followers online. Those ideas aren’t science fiction anymore — they’re marketing opportunities.

It’s All About Balance

Deepfakes in advertising aren’t inherently dangerous or magical. They’re tools — powerful ones — that reflect the intent behind them.

If you lead with ethics, creativity, and transparency, AI can help your brand stand out authentically in a noisy digital world. But if you chase shortcuts or deception, deepfakes will expose your brand faster than you can edit a video.

At ThreeSixty, we believe the future of marketing belongs to those who embrace technology without losing their human touch. Because trust, once broken, is hard to rebuild — but innovation, guided by integrity, can take your brand further than ever.