Utilitarian and deontological reasons for the use of deepfakes in marketing communications

Deepfake is a form of generative artificial intelligence. It could be used in many spheres, such as education, military, entertainment industry, marketing communications, and the like. Deepfake presents false photos or videos and opens room for misleading consumers. This paper concerns ethical reasons for using deepfake in marketing communications. Deontological and utilitarian approaches are evaluated by applying descriptive and analytical methods. The conclusion is that if marketers want to follow ethics, the deontology approach is sufficient, but utilitarian approach could help as well.