The Rise of Deepfakes: A Conceptual Framework and Research Agenda for Marketing

Deepfakes, digital content created via machine learning, a form of artificial intelligence technology, are generating interest among marketers and the general population alike often portrayed as “phantom menace” in media. Despite relevance to marketing theory practice, deepfakes—and opportunities for benefit or deviance they provide—are little understood discussed. This article introduces deepfakes literature proposes typology, conceptual framework, associated research agenda, underpinned by theorizing based on balanced centricity, guide future investigation scholarship. The makes an argument balance (i.e., situations where all stakeholders benefit), it is hoped that this may provide foundation application “a new hope” marketing.