Political deepfakes, digital twins, data drama, and a “her-like” ChatGPT voice
The ad and martech industry continues to be full of surprises, advancements and, perhaps, a sprinkle of drama. If you subscribe to the idea that “the only constant in life is change,” then this is the industry for you. This month, we’ve seen significant developments including more advancements driven by AI, data privacy concerns, and political deep fakes. Here’s a roundup of the key trends shaping the industry this month:
With the 2024 election season heating up, political deepfakes have become a serious concern, particularly in states like Utah and Texas, Fast Company reports. Deepfakes are getting more advanced, making the flow of misinformation stronger. According to the article, “a University College London study found that participants could only determine artificially generated audio 73% of the time.” And that’s when people are looking for a deepfake. “That statistic drops even further for state senators, mayors, and local officials. As the wave of AI deepfakes crashes down on the 2024 election cycle, it seems that local and down-ballot races may be the most vulnerable.”
Some instances of deepfakes are parody, while others are meant to persuade and influence voters – and depending on where the images, videos are audio are placed and whom they’re targeting, some may be more susceptible than others, putting certain regions at risk of having serious election interference with voters fooled by falsifications.
The good news is, “nineteen states have now passed laws regulating deepfakes in elections, and that list continues to grow. Just how these state laws crack down on deepfakes, from outright criminalization to mandatory advisories, remains mixed.”
TechTarget offers the following tips for identifying deepfakes:
Is it too little too late? Time will tell. The main takeaway is for voters to do their due diligence.
Back in May, we talked about the rise of synthetic or “fake” data – data that is based on human characteristics but generated by AI to create personas.
Ad Age reports that these personas, otherwise known as digital twins, “allow marketers to test messages, ads and even entire campaigns on imaginary people whose attributes and interests are based on a large collection of data about real people.”
However, the article notes: “In the race to build digital personas, companies often leave out their most important data: qualitative findings. So, they end up with inadequate, two-dimensional representations of the people they’re trying to reach.”
The digital personas are only as strong as the data on which they are based. If the data is flawed, so too, will be the insights. And if the insights paint a skewed picture, these personas will not only be inactionable, but they will lead to waste in spending and targeting.
Google’s AI-driven search is reshaping how data is accessed and used, presenting a tough choice for many companies: share data with the search giant or risk losing visibility. Bloomberg reports, “Google now displays convenient artificial intelligence-based answers at the top of its search pages — meaning users may never click through to the websites whose data is being used to power those results. But many site owners say they can’t afford to block Google’s AI from summarizing their content.”
It further notes that, “Google’s dominance in search – which the US Justice Department calls an illegal monopoly – is giving it a decisive advantage in the AI wars.” The future of data in digital advertising lies in collaboration, not capitulation, and companies must navigate this terrain with strategic foresight.
TikTok Shop’s innovative blend of content and commerce is setting a new standard in the industry, proving that the future of shopping is inherently social. This shift towards immersive, content-driven commerce is not just a trend—it’s a fundamental change in consumer behavior.
AdAge reports, “Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide in the coming years. In 2023, social commerce generated an estimated $571 billion globally. With a compound annual growth rate of 13.7%, revenues are expected to surpass one trillion dollars by 2028.”
Brands must now think beyond traditional e-commerce and explore how to create engaging, shoppable experiences within social platforms.
The rollout of OpenAI’s voice mode took over the news cycle. For ChatGPT, this marks a significant leap in AI capabilities, offering more natural, conversational interactions with technology. This evolution opens up new possibilities for brands to connect with customers on a deeper level, personalizing experiences in real-time. But, for some, the ability to mimic voices can cause some alarm.
While initially meant to debut in May, the launch of the “her-like” voice was delayed for safety reasons. A spokesperson of ChatGPT, quoted by The Verge notes, “We’ve made it so that ChatGPT cannot impersonate other people’s voices, both individuals and public figures, and will block outputs that differ from one of these preset voices.”
The article also notes, “OpenAI has also added new filters that will recognize and block certain requests to generate music or other copyrighted audio,” to – hopefully – put some concerns about safety at bay.
Data privacy concerns are continuing to grow, and new guidelines and laws are springing up around the globe. Businesses are being held to higher standards of transparency and ethical data use. American consumers are more aware than ever of how their data is being used, and they expect brands to prioritize their privacy. USA Today published some compelling stats on how American consumers view data privacy.
The study also found that 79% of consumers don’t believe the government is doing enough to punish brands that do not invest in protecting consumer data. This is a concerningly high number and no company wants to be on the end of the ire of the American public.
Data Axle has long championed the responsible use of data, and we see this moment as an opportunity for businesses to differentiate themselves by building trust through transparency. The future of marketing will belong to those who respect and protect consumer data, fostering loyalty in an age of increasing digital scrutiny.
As more and more of us are incorporating AI into our marketing and advertising strategies, it’s becoming clear that AI’s effectiveness hinges on the quality of the data that powers it. In fact, the Harvard Business Review stresses the importance of data quality in their latest article on the subject.
“Warnings about data quality have been plentiful, coming from sources as diverse as those leading the AI revolution, including Google, Meta, Open AI; prominent researchers; and the popular press including the New York Times, and the Economist. Forrester, the research firm, advises that “Data Quality Is Now the Primary Factor Limiting Gen AI Adoption.” Yet most companies have not even started the work they need to do.”
They also cite that there is a high “failure rate of AI projects” and that “it is not it is not hard to see why few companies can cite a positive ROI.” Ensuring that this data is accurate, clean, and relevant is more critical than ever as advertisers race to get the most ROI from this powerful tool. At Data Axle, we emphasize the importance of data integrity, helping businesses curate and maintain high-quality data sets that fuel their AI initiatives. By prioritizing data quality, companies can unlock the full potential of AI, driving smarter decisions, better customer insights, and more impactful marketing outcomes.
These are truly transformative times. Businesses need more than just awareness of industry trends—they need a strategic partner that understands the complexities and opportunities of the evolving martech landscape. At Data Axle, we’re not just observing these changes; we’re leading the way, helping companies navigate the challenges and capitalize on the opportunities that lie ahead. By embracing innovation, championing ethical practices, and prioritizing high-quality data, we empower our clients to thrive in the future of advertising and martech.
Courtney is a seasoned communications and public relations professional with 17+ years of experience working in both the public and private sectors in diverse leadership roles. As Data Axle’s Senior Public Relations Manager, she is intently focused on elevating the company’s media relations presence and increasing brand loyalty and awareness through landing coverage in top-tier media outlets.