Artificial intelligence is no longer confined to back-end automation or data analytics in the marketing world — it is now the face and voice of many campaigns. Alongside it, deepfake technology is changing how brands create and deliver content to audiences. From realistic virtual influencers to AI-generated video ads in local dialects, the marketing landscape is undergoing a shift that is both revolutionary and disquieting. The promise of personalization, efficiency, and scalability is undeniable. But what happens when synthetic storytelling blurs ethical boundaries?
Brands across industries are embracing synthetic media tools to streamline content creation and appeal to younger, digitally native consumers. AI-generated avatars, cloned voices, and hyper-realistic video representations of public figures are fast becoming the new norm. Marketers hail the tech for enabling cost-effective, multilingual campaigns, and crafting localized experiences without physical production costs.
“Deepfakes are no longer just tools for entertainment — they’re part of serious marketing toolkits now,” said Furkat Kasimov, a digital marketing strategist based in Mumbai. “They help create localized content at scale, but the ethical implications are huge.” His concerns reflect a growing unease in the industry about where innovation ends and manipulation begins.
Take, for example, the recent use of a deceased Bollywood icon’s likeness by a major telecom company. Without prior public disclosure or familial consent, the deepfaked ad triggered nationwide backlash. While the company later issued a clarification, the damage had already been done. It reignited debates over digital consent, posthumous rights, and regulatory loopholes in the age of synthetic media.
Synthetic Media as a Double-Edged Sword
The appeal of synthetic media for marketers is obvious. AI tools like Synthesia, D-ID, and Rephrase.ai allow brands to generate lifelike spokespersons, customize voiceovers, and localize entire campaigns — often within hours. For global brands operating across diverse linguistic regions like India, this means tailored messaging at scale with far fewer resources.
Strategist Priya Nair notes that this trend is especially resonant with Gen Z, a demographic comfortable interacting with digital personas. “It’s fast, cheap, and Gen Z loves it,” she said. “They’re less concerned about whether the influencer is real or AI-generated. What matters is authenticity in messaging and entertainment value.”
But that paradox is where the controversy lies — how can an AI-created personality be truly authentic? Can a synthetic avatar represent lived experiences or emotional nuances convincingly enough without crossing into deception?
Legal and Ethical Pitfalls
According to Amrita Basu, a media law expert, the current regulatory environment is ill-equipped to deal with the rise of deepfakes in commercial contexts. “Using someone’s likeness without disclosure poses serious risks,” she said. “Brands could find themselves embroiled in lawsuits, not just from families of celebrities but also from consumers who feel deceived.”
In India, while laws like the IT Act and the Indian Penal Code touch on digital impersonation and harm, they don’t adequately address synthetic media used for commercial gain. Basu argues for the introduction of clearer legal frameworks that mandate disclosure, consent, and transparency in AI-driven marketing content.
Beyond the legal ramifications, there is also a trust deficit forming among consumers. A 2024 survey by a global PR firm found that 58% of Indian consumers are uncomfortable with brands using AI to recreate real people — living or deceased — in advertisements without clear disclosure. Trust, once broken, can be difficult to rebuild, especially in an era where misinformation spreads rapidly.
The Economics Driving Adoption
Despite growing ethical concerns, the synthetic media market in marketing is projected to exceed $15 billion globally by 2027, according to industry analysts. In India alone, the adoption curve is steep. Tech-forward sectors like fintech, edtech, e-commerce, and telecom are already experimenting with AI-driven avatars and chatbots to communicate with customers in multiple languages.
For start-ups and mid-sized businesses, the cost savings are substantial. Instead of hiring multiple teams for regional shoots, AI allows one master script to be transformed into dozens of personalized versions — complete with different faces, languages, and cultural cues. This is a game-changer for Bharat-focused marketing, where vernacular engagement is key to penetration.
Still, the financial upside doesn’t negate the need for self-regulation and ethical frameworks. Without them, even well-intentioned campaigns risk backfiring — especially in a country where emotional and cultural sensitivities around celebrity status run deep.
Rise of Virtual Influencers and Digital Ambassadors
Another front where AI and deepfakes are making waves is influencer marketing. Virtual influencers like India’s Kyra or South Korea’s Rozy are commanding six-figure brand deals, despite being entirely fictional. These synthetic personas don’t get embroiled in scandals, they don’t age, and they follow script perfectly — every time. For brands, that’s the ideal partner.
But some marketing experts are raising red flags. “We’re reaching a point where the line between entertainment and reality is vanishing,” said Ajay Singh, a media consultant in Bengaluru. “If audiences start emotionally engaging with something that doesn’t exist, what happens to the social contract of advertising?”
There’s also concern about deepfake influencers being used to push political propaganda or controversial products, especially on platforms like TikTok or Instagram, where disclosure norms are lax.
Audience Manipulation or Engagement Evolution?
There’s no denying that AI enables hyper-personalization like never before. From addressing users by name in a video to referencing their local festivals or community events, brands can now tailor content to a granular level. But the very tools that make this possible also risk fostering a culture of manipulation.
According to a recent McKinsey report, 73% of consumers prefer ads that feel relevant, but only 42% trust content created by AI. This dichotomy presents marketers with a delicate balancing act — meet user expectations for personalization without violating their trust.
Kasimov believes the answer lies in transparency. “We’re not saying don’t use AI. We’re saying, be upfront about it. If an avatar is synthetic, say so. If a voice is cloned, disclose it. The audience is smarter than brands think — but they value honesty.”
Can Regulation Catch Up With Innovation?
The Indian government has acknowledged the potential dangers of AI-generated media, especially in politics and law enforcement. Recently, the Ministry of Electronics and IT (MeitY) floated draft guidelines for responsible AI deployment. But these are still in consultation phases, with no clear timeline for implementation.
Meanwhile, brands are forming their own internal ethics committees and relying on industry associations for best practices. Global companies operating in India are also adapting to local sensitivities — adding disclaimers in ads, avoiding the use of deceased personalities, and ensuring all synthetic content complies with GDPR-style consent norms.
Still, a more comprehensive and enforceable framework remains the need of the hour. Legal experts argue that without it, both consumers and content creators remain vulnerable.
The rise of AI and deepfake technology in marketing offers immense potential, but also carries serious implications. While brands are eager to leverage synthetic media for cost savings and scale, they must tread carefully to avoid ethical breaches and consumer distrust. Transparency, consent, and cultural sensitivity must become core principles in this new digital marketing age. As India’s advertising ecosystem evolves, the challenge will be to embrace innovation without compromising integrity.
