As artificial intelligence (AI) continues to evolve, it has become increasingly challenging to differentiate between real and synthetic content, given the AI's ability to simulate human abilities. One such area of synthetic media that has gained significant attention is deepfakes, which involve manipulating and creating hyper-realistic imagery (Westerlund, 2019). Despite the possible relevance of deepfakes to marketing and their growing popularity, they are often portrayed in the media as a “phantom menace” (Westerlund, 2019). However, there is a lack of understanding about the potential benefits and malfeasance associated with deepfakes (Westerlund, 2019). Therefore, it is imperative to gain a comprehensive understanding of the implications of deepfakes in marketing theory and practice. To date, deepfakes have been studied in different fields with distinct research focuses, however, academic research has predominantly centered on three aspects of deepfake technology: refining algorithms for more realistic visual results, creating detection methods, and scrutinizing the potential societal effects of its use (Eberl, Kühn & Wolbring, 2022). Yet, little focus has been given to investigating the research prospects of deepfakes and their implications on brand communication. The objective of this study is to analyze the possible effects of deepfake ads on consumer actions and perspectives, with a specific focus on ad avoidance in the fashion sector. Advertising is a crucial and ever-evolving element of the fashion industry, and is essential to its growth. As a disruptive technology, Artificial Intelligence (AI) has opened up new possibilities for fashion marketers and advertisers to investigate (Rathore, 2019). Also, this study intends to bridge this gap by proposing that deepfake technology can offer significant value as an advertising tool.

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Deepfake,Deepfake-generated advertising,Artificial intelligence,Advertisement,Advertising,Fashion industry

• Economics and Business - Social Sciences