Fake or Future? When AI Deepfakes Hijack Your Brand

Fake Tesco chocolate sandwich anyone? The bizarre image of a Labubu Dubai chocolate sandwich went viral prompting speculation that it might be AI-generated. No sh!t? Even the creator warned; “the gap is closing between AI fakes and genuine new product developments.” So is this a warning for brands and marketers?

When AI-generated content can visually mimic real products, the control you thought you had over your brand narrative can evaporate overnight. One rogue image on social can snowball and either lift your brand or leave it fighting misinformation, misrepresentation and poor alignment with visual equity, TOV, values and positioning.

But there’s upside too. Smart marketers can use these moments for real-time response (if their social listening tools are on point!) and own the moment, reset or even hijack the narrative and spark brand conversation. The energy of virality, if handled cleverly, can also reveal true consumer interest. Maybe this is the latest NPD pre-launch research screening?!

The question isn’t whether deepfakes are coming; it’s how fast they’re arriving, and how well-equipped your brand is to respond.

Some prompts to think about if you are a brand owner:

1) How switched on is your social listening and are you aware of the fakes?
2) How quickly can your team verify and respond when fake content emerges?
3) Do you have protocols in place to reclaim visual and narrative control in a way that is appropriate for your brand and business?
4) Can you harness the buzz positively without letting the story slip off-brand or getting yourself into deep water?
5) When do you phone the lawyers?

Is the old saying still true? All PR is good PR?