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ARTICLE · 05 JANUARY 2024

TechEthics And Deepfakes: Morality And Values

S.S. Rana & Co.
S.S. Rana & Co.
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S.S. Rana & Co.

S.S. Rana & Co.

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In a recent advertisement, Zomato has launched a hyper-localised advertisement showing actor Hrithik Roshan craving certain dishes from popular restaurants in different cities.

IndiaMedia, Telecoms, IT, Entertainment
Vikrant Rana
Vikrant Rana
Anuradha Gandhi
Anuradha Gandhi
Rachita Thakur
Rachita Thakur
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Introduction

In a recent advertisement, Zomato has launched a hyper-localised advertisement showing actor Hrithik Roshan craving certain dishes from popular restaurants in different cities. This particular advertisement makes use of AI to create deepfakes to customize what the actor says based on the user's GPS location.1 Deepfake has successfully marked its entry in advertising and entertainment industry for years now. However, the line separating genuine AI generated content from that of harmful manipulative deepfake imagery has blurred.

A 2021 Cadbury advertisement starring Shah Rukh Khan aimed at helping local stores across India during the pandemic. It allowed anyone to create an ad for their local store and use the face and voice of the actor to promote their brand without having to spend for the same.2

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