Consumer Engagement

Abstract

Artificial intelligence's rapid advancements are transforming marketing and consumer communication, like shifting from traditional influencers to AI-powered virtual influencers. Despite concerns about cyber-harassment and fraud, optimism prevails as netizens adopt technology. However, this technological advancement has opened numerous opportunities for marketers and practitioners to utilize it optimistically and within legal boundaries. So, it is crucial to synthesize the insights on how deepfake technologies can revolutionize marketing, particularly in enhancing consumer engagement, brand communication, and interaction strategies. Therefore, this chapter provides a comprehensive overview of the potential use of deepfake technologies in consumer marketing, emphasizing the ethical considerations that must be addressed, including transparency, consumer perceptions, and legal frameworks. The Nobel insights in this chapter will facilitate consumers, marketers, practitioners, researchers, and stakeholders, guiding them towards future directions.