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Cloning A Billion Digital Selves For Fun And Profit
Imagine a soccer fan creating the next Ronaldo viral video. A basketball fan building Lebron’s newest social media campaign. Or a Miley Cyrus fan inventing her next influencer marketing project.
Sounds like fiction?
It might not be, if one of the most successful deepfakes-for-fun video platforms manages to come through on its plans to build a massive platform for celebrity multiplication: real celebrities participating in thousands, millions, or even billions of complete customized ads, interactions, or engagements with fans, and synthetic humans created for commercialization doing the same.
The platform is Reface, one of the biggest deepfake apps on the planet.
After catching fire last year — including growing from 10,000 to three million daily active users in just six weeks — the company has been building new technology to enable near-infinite content personalization using celebrities’ faces and bodies.
And not just celebrities: potentially every human being on the planet.
“You can use Cristiano’s face and you’ll be part of the story, for example, for the Nike and Cristiano ads,” cofounder Dima Shvets told me in a recent TechFirst podcast. “we want every human to have [his/her] own Hollywood in a mobile form.”MORE FOR YOU YouTube Bug Cutting Creator Pay 50% Or More; YouTubers Becoming Desperate Using Artificial Intelligence To Transform An Industry? Nominations For The 2021 AI 50 List Are Open AirPods Max At $549 Feels Like A Middle Finger To People In A Pandemic Brands and celebrities are a big part of this vision, of course. Superstars can only appear in a limited number of ads in a limited number of languages. Deepfaking them could make it possible to do customized campaigns — even personalized — by the biggest celebrities. Imagine Michael Jordan selling you the latest Nikes. Personally, in live interactive video. Using your name. Suggesting a particular model, in your size and preferred colors. Or imagine Morgan Freeman as your new Siri, Google Assistant, Alexa, or Cortana. Not just in voice, but with a face and a body. Today that’s on a screen; tomorrow that might be a mixed reality mash-up via smart glasses. “We have like Siri, Cortana, this is just voice assistance you can talk to,” Shvets says. “What if you have full body swap with face swap … and you can actually synthesize your assistant not only by voice basis, but actually all the figures, all the traits, all the emotions.” Listen to the interview behind this story in the TechFirst podcast: Reface.ai was originally called Doublicat, after “duplicate.” The service didn’t catch fire, however, until it was renamed last year when its early users called the process of deepfaking it enabled “refacing.” While some deep fakes are created to try to reinvent reality, Reface is simply about fun. The quality is intentionally not high — “we give like about 10% of what we can do live” Shvets says — and the company is working on technology to identify deepfakes made with its platform, in case anyone tries to pass them off as real, including invisible watermarks and more. But while the consumer side of the app has taken off, Shvets and team are working on a bigger play.
Reface uses deepfake technology driven by AI to insert you into all kinds of different celebrity … [+]Reface
“We are aiming to create the first ever platform for content personalization,” Shvets says, referring to synthetic media featuring both real and “invented” people.
The company has already done campaigns for Justin Bieber and Miley Cyrus, plus big brands. During Covid-19, Reface has also enabled activity that couldn’t otherwise happen, do a fashion show with 20 models who couldn’t be in the same place at the same time, but were able to “participate” on the catwalk thanks for refacing technology.
The ultimate expression of that technology would enable stars, influencers, and even everyday average Janes and Joes to license their likeness for brands. Whether you think that’s a utopian or dystopian vision depends largely on your beliefs and perspectives, but it will open up massive new doors.
“You live in several live digital lives, when you actually have your only one life in real life,” says Shvets. “If you are an influencer, if you’re a digital influencer, a digital avatar, you’re not getting hurt, you don’t have any mental problems … and you can be really, a really working machine to make content.”
In other words, digital me makes money while I sleep.
Brave new world?
Perhaps. But almost certainly a coming new world.
It may start with fans creating deepfaked videos that celebrities can choose from to select the winning ad. But it’s likely to end with millions, if not billions of digital selves in infinite combinations licensed out for commercial use, invented by AI and animated by AI for whatever purposes designers and customers wish.
And, of course, for all our personal dreams.
Especially the unfulfilled ones.
“I dreamt to be a tennis player,” Shvets says. “Now I’m not a tennis player, but I can feel myself this way, yeah? And you know, like, to be honest, one of the greatest incentives why I do it because our product is about good, it’s about fun, it’s about positive emotions.”
Get a full transcript of our entire conversation here.
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How Leaders Manage Remote Employees
When handling personnel who will be running remotely there are numerous dos and don’t to follow. Here are most of the most primary, and also most powerful to take into account when you have determined to outsource or allow your employees to work at home.
Make your primary attention on their productivity. At the cease of the day getting work achieved properly is what drives profits and circulate your organisation ahead. It may be tempting to awareness on what an worker is doing at unique instances or how regularly you have got scheduled test in calls, however if the paintings is top-notch these need to be secondary concerns.
Checking in is crucial however. Even if an worker does great work at home, they still need to be on the equal web page as the relaxation of the group to ensure that work fits in with the bigger plan and organizational goals. The scheduling of test in calls will depend upon your enterprise desires, and it could take a few tries to find out how frequently they have to be scheduled for maximum benefit. Also keep in mind that some remote people may additionally want differing frequency take a look at ins based on their work behavior skillability.
Make sure to make small speak when you do check in with employees. While working from home can appear like a dream come genuine to most, it may additionally end up very boring and separating. Keeping up office small communicate continues a far flung employee engaged with your enterprise lifestyle and feeling like a part of the team.
A fundamental trouble many work at home personnel run into is burn out because of attempting to perform an excessive amount of. When your property is your workplace its difficult to experience like you are ever absolutely out of labor. Monitor how plenty personnel are running and if it seems like they’re installing too many hours don’t sense bizarre telling them to paintings less. While the initial productiveness advantages might be tremendous for the lowest line, changing that employee once they burn-out and stop in 3 months is not.
Depending on what form of paintings is being achieved don’t necessarily assume everyday work hours. This may not be the case if your corporation is doing guide or every other function that calls for well timed contact at some stage in business hours, however if you are doing something task based it could be useful to allow the employee work whilst it suits them. Everyone differs in the instances when they experience maximum motivated or innovative, operating from domestic shall we employers harness this in a effective manner.
It can be a quality line between giving a faraway worker the guide they need and micro managing them. Get feedback on how your control style works for them and what they might decide on in phrases of frequency of touch and any guide they want. Remember that you have a threat to learn how to enhance as a lot as they do and take any feedback they provide significantly.
Use on-line tools to maximize time labored. The form of work being completed will dictate which gear will provide the maximum advantage. Almost any situation may want to utilize skype.Com to permit for making video calls and getting face time with personnel. If your personnel are operating on settlement initiatives hourly a time monitoring and invoicing tool like AllInvoice.Com should come in handy to tune the variety of hours worked and invoice customers. There are many diverse and cheap on-line commercial enterprise software program tools obtainable, do not forget your wishes after which discover what will be just right for you.
By the usage of these portions of advice you could increase productivity and keep your remote employees satisfied. By knowledge the benefits and disadvantages of allowing employees to make money working from home you may create a balanced and fulfilling work environment for every person.