Brands Are Finding Deepfakes Increasingly Appealing for Ad Campaigns

Hulu, Spotify and State Farm have all explored the tech

a somewhat blurry photo of the weeknd that looks computer generated
Spotify used a deepfake of The Weeknd for a digital listening experience. Spotify

Viewers tuning into ESPN’s Michael Jordan docuseries may have done a double take when the show led straight into what appeared to be a 1998-era clip of SportsCenter anchor Kenny Mayne predicting in far-fetched detail the exact circumstances of the documentary’s airing.

This story first appeared in the Oct. 5, 2020, issue of Adweek magazine. Click here to subscribe.
@patrickkulp patrick.kulp@adweek.com Patrick Kulp is an emerging tech reporter at Adweek.