Are brands approaching a crisis in authenticity?
MarTech Conference Chair Scott Brinker: It’s a ‘non-zero’ possibility.
Google has demonstrated how its Duplex voice agent can successfully trick a hair salon into booking an appointment over the phone. “Deep fake” videos can now show live action footage of famous or otherwise people saying things they never said.
Fake social accounts fool fans of brands, and bots conduct text conversations in the “voice” of celebrities.
It’s not just the deliberate mislabeling of critical news as “fake news.” More and more, new technological capabilities or malicious innovations are weakening our ability to use our eyes, ears and sense of human interaction to understand when we’re talking with an actual human — and when we’re talking with an imposter.
Are we entering a crisis of authenticity for brands? Is it comparable to the days before October 30, 1938, when consumers thought everything they heard as “radio news” was real.