Hukum Penggunaan Teknologi Deepfake dalam Pemasaran Produk

Abstract

The development of artificial intelligence has led to the emergence of deepfake techniques, a
technology that uses deep learning to realistically manipulate a person's face, voice, or
movements. In marketing, deepfakes are beginning to be utilized as an innovative promotional
strategy to increase content appeal, enhance advertising personalization, and provide
interactive experiences for consumers. The use of deepfakes allows brands to virtually
represent public figures, influencers, or animated characters without directly involving them,
thereby reducing production costs and accelerating campaign processes. However, the use of
deepfakes also raises ethical issues such as the potential for identity manipulation,
manipulation of consumer perceptions, and legal issues related to copyright and permission to
use faces or voices. Therefore, clear regulations and guidelines are needed to ensure that
deepfake innovation in marketing remains safe, transparent, and does not harm consumers.
This research aims to examine the potential, benefits, and risks of using deepfakes in product
marketing, while also offering an ethical framework for marketing practices based on this
technology