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Featured in The Drum: Do ads have to be real?


Marketing execs weigh in on viral tricks and fakes.
Maybelline's "fake" oversized mascara wand, followed by Orange's World Cup AI deception, signal the emergence of not-quite-real ads, with deepfakes looming on the horizon.

The prevalence of these kinds of techniques raises concerns for advertisers. The Drum recently asked industry experts, including our very own Alistair Robertson, their opinion on whether caution is warranted.
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