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.
The attention-grabbing stunt was the culmination of three weeks of scrambling on the part of ESPN, State Farm—which sponsored the segment—and their respective agencies. They attempted to parse an emerging technology better known for its nefarious potential for fake news: AI-powered deepfakes.
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