| From barbecues with the pyramid builders to a real-time account of Noah's Ark, passing through the Napoleonic wars, social media has been flooded with ultra-realistic artificial intelligence videos from Google’s Veo3. In the tool, people can, from a single prompt, create 8-second videos or use the "Flow" where there is a sequence of scenes with the same character in the center of the screen. But while technology impresses, the opposite effect scares and is associated with product evaluation. Thousands of AI videos are being generated and used on product sales pages, attesting to quality based on a purchase. Since the result is very close to reality with voices and ambient sounds, the testimony appears to be genuine: "Unfortunately, there is also the dark side of technology, such as the use of AI to deceive people seeking reviews to decide whether to buy or not. When there are many testimonials, the consumer ends up being convinced," says Hallana de Ávila, Traffic Manager at KAKOI Comunicação. Since 2023, some celebrities have been used for virtual scams involving promotions, Pix requests, and links that steal people's data. A strong consumer awareness campaign by brands tries to "teach" people to distinguish between something fake and something real, but with the advancement of AI, the battle seems to be lost: "The union of brands and big techs is necessary, as well as raising awareness among people so that there are not so many scams in the market. On a testimonials page, for example, some signs are quite visible: the duration of the video, generic testimonials with errors, and social accounts with little or no activity. These are the so-called red flags that we need to be attentive to," concludes Hallana. |
| From barbecues with the pyramid builders to a real-time account of Noah's Ark, passing through the Napoleonic wars, social media has been flooded with ultra-realistic artificial intelligence videos from Google’s Veo3. In the tool, people can, from a single prompt, create 8-second videos or use the "Flow" where there is a sequence of scenes with the same character in the center of the screen. But while technology impresses, the opposite effect scares and is associated with product evaluation. Thousands of AI videos are being generated and used on product sales pages, attesting to quality based on a purchase. Since the result is very close to reality with voices and ambient sounds, the testimony appears to be genuine: "Unfortunately, there is also the dark side of technology, such as the use of AI to deceive people seeking reviews to decide whether to buy or not. When there are many testimonials, the consumer ends up being convinced," says Hallana de Ávila, Traffic Manager at KAKOI Comunicação. Since 2023, some celebrities have been used for virtual scams involving promotions, Pix requests, and links that steal people's data. A strong consumer awareness campaign by brands tries to "teach" people to distinguish between something fake and something real, but with the advancement of AI, the battle seems to be lost: "The union of brands and big techs is necessary, as well as raising awareness among people so that there are not so many scams in the market. On a testimonials page, for example, some signs are quite visible: the duration of the video, generic testimonials with errors, and social accounts with little or no activity. These are the so-called red flags that we need to be attentive to," concludes Hallana. |
New Google artificial intelligence sparks debates about reviews on sales websites
