Brands use AI and Deepfake to personalise ad campaigns. Mondelez leveraged AI for its Not Just a Cadbury Ad. AI recreated Shah Rukh Khan’s face and voice in every retail commercial. They created more than a lac hyper-localised ads during Diwali helping small business owners to improve their sales. Zomato leveraged Deepfake technology to get endorser Hritik Roshan to name dishes and restaurants in different cities based on viewer’s location.

Deepfake is a kind of AI used to create convincing images, audio and video hoaxes. It is a 21st century version of photoshopping. Pepsi used this technology to bring alive a younger Salman Khan. LIC used its brand endorser Sachin Tendulkar’s child avatar to record a message of being fearless.

The celebrity not only remains a part of advertisement, but becomes a part of a consumer’s journey.

AI has been used to create a digital Diya Mirza and Tiger Shroff.