Lay's Lets Fans Send Personalized Video Messages From Lionel Messi With Deepfake Tech

It's the latest brand to experiment with synthetic media

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Lay’s is using artificial intelligence to let fans create Cameo-like personalized video messages in the words of one of the world’s biggest soccer stars.

The Frito-Lay brand recently unveiled a new web app called Messi Messages, which uses deepfake tech like facial mapping and lip-syncing to make it appear as if Lionel Messi is speaking to any of thousands of approved first names selected by a user. The tool includes a cookie-cutter message that can be customized with a tool similar to a drop-down menu to adjust the name of the recipient, the name of the sender and the specifics of an invitation to watch a match or play an online game.



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