Beyond Faces: A Conceptual Framework for Responsible use of Deepfake Algorithm in Advertising.

Deepfake is a type of Artificial intelligence in which content is created using deep learning which is not real. Nowadays most of the marketers getting benefits from Deepfake advertisements as it makes highly personalised content for customers and viewers. But there are some blurred line between ethical and unethical content making by using this technology. This study introducing a conceptual framework for responsible use of Deepfake algorithm in advertising for marketer. With the consideration of proposed conceptual framework this study makes argument for balancing three spheres (i.e. Government, Business and Customers). And it is hoped that this study will provide a good base for future research and “New desire” for marketer.