In recent days, a piece of news has revolutionized the tabloids, but as you can imagine, that gossip itself is not the subject of this article, but rather the marketing campaign developed by Netflix which was based on this “fake” news. But, let us start at the beginning.
A few days ago, the influencer Sofia Suescun He uploaded a video to his social networks in which the Kings League player was seen, Noel Bayarri in his bathroom wearing only a towel on. What would have indicated infidelity on the part of the influencer to her partner kiko jimenez. However, days later it was revealed that everything was the work of the streaming platform, using deepfake technology.
Before we begin to explain what this marketing campaign consisted of, let’s remember what the term deepfake refers to. This refers to contents that have been altered by modifying some element. In this case, the protagonist’s face, so that he appears to be making statements that he has never made or that he is in places that he has never visited. For the creation of it, techniques of artificial intelligence and machine learning, either by combining or replacing content, achieving a highly realistic result, sometimes almost indistinguishable from authentic video.
An AI cheating
As we told you, the influencer uploaded a video to her social networks in which Noel Bayarri appeared, but the video didn’t last long on his profile, since Sofía Suescun deleted it. Although this was just enough to set the networks on fire and enter the eye of the hurricane of the media.
As expected, the matter made headlines and many users on social networks began to share screenshots and even the video after it was removed. Many comments expressed the surprise that Sofía had been discovered for the carelessness of uploading the content to her networks.
Let’s see, please, that Sofia Suescun has uploaded this and Noel Bayarri comes out? LOOK! Chance? pic.twitter.com/FaGo7CK2uo
— Alexsinos (@alexsinos) June 27, 2023
Netflix enters the scene
After the public echoed the news, Netflix made its appearance confirming that the video was “real”, but that there was no infidelity. The streaming platform had modified the video with AI tools to create a deepfake with which promote his reality show called False love which will be released on July 6. The program will bring together couples who will have to guess which of the images and videos presented to them are real or not, since they could be deepfakes. The prize will be up to 100,000 euros for the couple that manages to correctly identify the images.
Notably, who really appears in the video was Kiko Jiménez himself. Netflix managed to swap his face with that of Noel Bayarri, achieving a realistic result. “We confirm: the deepfake has been created to give us the best sauces,” Netflix placed in its post.
We confirm: The deepfake has been created to give us the best sauces. The reality show #FalsoAmor arrives on July 6. pic.twitter.com/DP6MLlofRk
– Netflix Spain (@NetflixES) June 29, 2023
The two sides of the coin: what the use of deepfake means for Netflix
The use of deepfake technology by a company like Netflix, together with the image of influencers, can have a significant impact in different aspects.
First of all, as has been verified, the use of deepfake has generated a great stir and attention in the media and social networks, creating controversy and debates about the veracity of what is shown. Netflix’s objective has been met, increasing visibility and interest towards, in this case, the program to be promoted, which potentially translates into a greater audience and participation.
However, it is also important to consider the possible negative effects, such as the misinformation, confusion and emotional damage that this type of manipulated content can cause. Public perception of the authenticity of events and statements within the program could be compromised, leading to could affect the credibility of the company and the reality show itself.
Stay informed of the most relevant news on our Telegram channel