This article examines a novel form of AI-enabled creative digital communication content, termed softfake, which has emerged alongside the rapid diffusion of generative artificial intelligence across contemporary communication ecosystems. The study conceptualises softfake as a distinct communicative form and a creative artefact, co-produced through human–AI collaboration and designated to mediate presence, voice and authenticity in digital contexts. Drawing on a systematic review of media coverage, social media discourse and peer-reviewed literature, the article analyses illustrative cases of AI-generated video, audio and visual content used in strategic communication, branding and political campaigning in 2024. Building on an existing body of knowledge on deepfakes and cheapfakes, the study proposes a definition of ‘softfake’ as professionally produced, AI-generated content that intentionally conveys an authentic message from an individual or organisation created with their consent but without their direct engagement. By positioning softfakes as a new genre of creative communication, the article contributes to emerging debates on human–AI co-creation, mediated authenticity and the evolving nature of communicative authorship. The findings further identify key ethical boundaries governing the usage of softfakes, emphasising transparent labelling, organisational accountability and alignment with ethical AI principles. Beyond electoral communication, the study highlights broader societal and business implications, including applications in brand communication, organisational storytelling and influencer-led content creation. Overall, the article advances the conceptual understanding of how generative AI is reshaping creative communication practices, offering a foundation for future research on AI-enabled co-creation, communication governance and cultural meaning-making in digital environments.
Tarabasz et al. (Sun,) studied this question.