Artificial intelligence opens a whole new world for brands in advertising

Brands are increasingly tapping into deepfake and artificial intelligence to personalise campaigns

Small business owners across the country were in for a surprise last Diwali. Actor Shah Rukh Khan was seen promoting neighbourhood stores in personalised advertisements for local retailers, asking consumers to do their festive shopping at these outlets.

A winner of six trophies, including a Titanium Lion, at the Cannes Lions International Festival late last month, the campaign, by Mondelez India for Cadbury, leveraged artificial intelligence (AI) to recreate Khan’s face and voice in every retail commercial. It was based on details provided by the shop owner on a microsite (notjustacadburyad.com). Nearly 139,000 such hyperlocalised ads were created in a matter