Vodafone is testing an AI ‘actor’ to sell its products instead of paying a human to do it

Vodafone made a commercial starring an AI avatar posing as a real lady. This is interesting because Vodafone is a major global brand and not a fly-by-night TikTok company using a ridiculous deepfake of Jackson Galaxy to sell cat toys.

The tells in the commercial are obvious and what one would expect. The AI avatar’s hair is a bit off, which ruins the charade that this is a real person. The physical mannerisms and speaking tone are also wonky. A facial mole moves around at one point. It’s AI. You know the drill.

The company responded to a question on a message board as to why it couldn’t put “a real person in front of the camera” by saying this is simply an experiment. It said it was “testing different styles of advertising — this time with AI,” and that “AI is so much a part of everyday life these days that we also try it out in advertising.”

This isn’t the first Vodafone ad to feature generative AI. It released a fully AI-generated commercial last year that spurred a bit of controversy, despite looking absolutely awful. Social media platforms are also becoming increasingly littered with AI-generated virtual influencers. 

This article originally appeared on Engadget at https://www.engadget.com/ai/vodafone-is-testing-an-ai-actor-to-sell-its-products-instead-of-paying-a-human-to-do-it-185301360.html?src=rss