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Cited by 156Technology's Impact on MediaEthics and Social Impacts of AIGenerative Adversarial Networks and Image Synthesis

How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry: The Coming Reality of AI Fakes and Their Potential Impact on Consumer Behavior

Open access
Campbell, Colin, Plangger, Kirk, Sands, Sean, Kietzmann, Jan, Bates, Kenneth·2022·Journal of Advertising Research
DOI 10.2501/jar-2022-017
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Abstract

Creative artificial intelligence technologies (e.g., deepfakes, generative adversarial networks) are enabling new ways of producing and editing the audio and visual content in advertising. These new tools highly automate extreme changes to—and the entire generation of—advertisements. Examples range from changing a model’s skin tone, age, or gender to swapping the entire body or voice of a model. This investigation finds that these creative tools may cause potentially dramatic changes in how advertisements are conceived, produced, edited, and targeted. This paper explores these changes, along with related ethical issues and areas of needed research.

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  • A brand may appear with hallucinated qualities that misinform consumers or introduce expectations the firm cannot meet.

    “A brand may appear with hallucinated qualities that misinform consumers or introduce expectations the firm cannot meet (Campbell et al., 2022).”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Campbell et al., 2022

    The Perils section (page not available) warns that manipulated ads can spread authentic-appearing misinformation, confuse consumers, and alter brand meaning. It does not specifically say that brands may appear to have invented qualities or create expectations the firm cannot meet. (LLM, conf=0.82)

    Experimental — accuracy not yet measured

  • At the representational level, generative systems actively construct category logics and evaluative frames.

    “At the representational level, generative systems actively construct category logics and evaluative frames, amplifying concerns about synthetic content, hallucination, and narrative distortion raised in emerging AI research (Campbell et al., 2022;González-Cantera & Bonacchi, 2025;Spennemann, 2023).”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Campbell et al., 2022

    The Perils section discusses deceptive synthetic advertising, authentic-looking misinformation, and the difficulty consumers may have recognizing fake content. It does not say that generative systems construct category logics or evaluative frames, or discuss hallucination. Page numbers are unavailable in our copy. (LLM, conf=0.83)

    Experimental — accuracy not yet measured

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Cites

Flagged first, then by citations

Research works printed but not linked: 35

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Cited by

Sorted by citations

Authors
Campbell, C., Plangger, K., Sands, S., Kietzmann, J., & Bates, K.
Affiliations
  • University of San Diego (US)
  • King's College London (GB)
  • University of Victoria (CA)
Corresponding author
Campbell, Colin
ORCID
Venue
Journal of Advertising Research
Publisher
Informa UK Limited
Published
2022-08-18
Volume
62
Issue
3
Pages
241-251
ISSN
  • 0021-8499 (ISSN-L)
  • 1740-1909
DOI
10.2501/jar-2022-017
OpenAlex
W4292212959
Cited by
156
References
2
Citations by year
2026: 46 · 2025: 61 · 2024: 33 · 2023: 12 · 2022: 4
FWCI
23.01
Type
journal article
Language
en
Open access
Licence
other-oa
Locations
  • Journal of Advertising Research (publishedVersion)
  • Research Portal (King's College London) (submittedVersion, other-oa)
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology's Impact on Media
  • Social Sciences › Safety Research › Ethics and Social Impacts of AI
  • Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Generative Adversarial Networks and Image Synthesis
Keywords
deepfakes, generative adversarial networks, artificial intelligence in advertising, advertising production, face swapping, targeted advertising, AI ethics, creative tools

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