In reality, and beyond this specific case, this format raises many legal doubts. Can a brand appropriate the image of a deceased person? Experts in computer law such as David Bravo have analysed this on social networks.
The time may soon come when it will be almost impossible for us to distinguish reality from the virtual . With these technological advances, advertising continues to change constantly, something we have already seen with virtual influencers . These artificially generated models maintain a similar activity to normal influencers, and even have a greater boom among their followers. And although they are not real people, several brands are already taking advantage of these profiles for their advertising iran business email database campaigns. According to a recent study, virtual influencers achieve almost three times more engagement than “real” influencers. This means that followers are more committed to the content of virtual influencers.
These characters range from hyper-realistic representations to cartoons, which does not discourage their followers. In fact, the main virtual influencer is Lilmiquela , with 1.7 million followers, followed by a character similar to a Bratz doll called Noonoouri with 332,000 followers. By country, 23% of the audience of virtual influencers is concentrated in the United States . Next are countries such as Brazil (9%) or Russia (5%).
Cruzcampo has not been the first company to use deepfakes in advertising, and it will surely not be the last. Because this tool opens up a world of possibilities not only to move the public with idols from the past, but to create new ways of seeing reality through digital media .