The Dark Side of AI-Generated Content: Deepfakes and Consumer Brand Hate

Latifa Mednini, Mouna Damak Turki

This work explores the creation of deepfake videos and their effect on consumer brand hate. A qualitative study based on semi-structured interviews with twelve consumers was conducted to analyze their reactions to a deepfake video shared on YouTube. The findings reveal that manipulated content can intensify negative emotions such as distrust, skepticism, and resistance toward brands, particularly depending on consumers’ prior perceptions and experiences with the brand. The study highlights the significant influence of deepfakes on brand perception, ethical judgments, and trust in digital media, which may ultimately foster or amplify consumer brand hate. From a managerial perspective, the paper provides valuable insights for brand managers and communication professionals by emphasizing the importance of proactive reputation management, media literacy initiatives, and transparent communication strategies to mitigate the risks associated with deepfake content.