At least that’s the premise behind Metaphysic — a startup born out of a TikTok parody account called deeptomcruise.
The company uses deepfake technology to create ads that wouldn’t otherwise be possible. Early examples include:
Metaphysic co-founder Chris Umé says the process to create deeptomcruise included:
The finished product leaves viewers baffled that it’s not the real thing (just watch this Dave Matthews Band cover).
… but it’s easy to get it wrong.
For instance, a recent documentary about Anthony Bourdain received backlash for not informing viewers about AI-generated dialogue.
As Metaphysic and others work out the ethical guardrails, we’ll be looking out for new deepfake use cases, and of course, more deeptomcruise.