Deepfake ads and Virtual Personas: The Intersection of Personalization and Manipulation in Modern Advertising | ||
| International Design Journal | ||
| Article 44, Volume 15, Issue 5 - Serial Number 68, September and October 2025, Pages 589-615 PDF (1.34 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2025.397592.1371 | ||
| Author | ||
| shimaa salah* | ||
| Faculty of applied arts, Benha University | ||
| Abstract | ||
| In recent years, deepfake technology and virtual personas have rapidly evolved, becoming influential tools in modern advertising. This paper explores the intersection of these technologies, examining their impact on the advertising industry, consumer behavior, and ethical considerations. Deepfake technology, which uses AI to create highly realistic but synthetic audio, video, or images, has revolutionized content creation by allowing the production of personalized and dynamic advertisements at scale. The integration of deepfakes and virtual personas in advertising presents numerous opportunities, such as enhancing brand storytelling, targeting specific demographics with tailored content, and reducing production costs. However, this intersection also raises significant ethical & regulatory concerns. This paper aims to investigate how the intersection of deepfake technology and virtual personas within the realm of modern advertising affects user engagement. The primary problem this research seeks to address is the lack of comprehensive knowledge about how deepfake technology and virtual personas influence user engagement in advertising. This study employed an experimental approach, utilizing a structured questionnaire based on a 5-point Likert scale to explore the impact of integrating deepfake technology and virtual personas into contemporary advertising on user engagement. The research concluded several findings, the most significant of which is that there are statistically significant differences in the levels of engagement and connection of the sample group towards deepfake advertisements compared to traditional advertisements. | ||
| Keywords | ||
| Deepfake ads; adv Manipulation; Modern Advertising | ||
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| References | ||
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