Digital marketing tools: Do you know "This Person Does Not Exist"?

Welcome to another episode of "Digital Marketing Tools".

Good friends and colleagues in this wonderful world of the digital world. As some of you already know, I am not a big fan of filters when it comes to talking about digital marketing, and I am what is usually called... "politically incorrect". I don't like to beat around the bush, I am direct and clear, but above all, I will never say that I don't use a tool that I do use just to pose or to gain "respect" on LinkedIn, that is being a hypocrite and adds little value to the rest of my colleagues to whom our articles are addressed. 

But I'm not going to get too much more involved with the intro to the post, just tell you that I'm writing with the food on (it won't be finished for long and I have to keep an eye on it), the kids asking me things about school that are already beyond me (especially what the older of the two (French) asks me), and with my travel companion telling me to cut the computer down, because it's Sunday and I promised her not to use it at the weekend...

Now, let's get to the heart of the matter Jesus, what is this weird website called "This Person Does Not Exist" and how do you digital marketers use it?

Well, you don't know how glad I am that you asked me this question, Mr. X. The website  "This Person Does Not Exist". was created by Phillip Wang, Uber's AI (Artificial Intelligence) engineer, and it was created with a purpose, the website was designed to focus on the (increasingly strong) power of AI to present real images that are completely artificial. Every time you refresh the page, a new face, created from real images by AI, appears for you to download or use as you see fit. As it is not a real person, you won't have much trouble using them as long as you do it in an ethical way.

The web began to be used to create fake profiles for commenting on forums, thematic websites, etc., to start building linkbuilding with a natural appearance, but soon it began to be used massively in other types of activities, mainly in what we call "social proof" or "social proof". Marketers, web designers, seos and other specimens of our environment had / had found a quick and very original way to create false ratings for products and that this had an impact on web trust for business (curious to say the least that an image of someone who does not exist is used for "social proof"). 

Ethical? NO

Practical? ufff yes, very, as long as it is used with a minimum of ethics.

OK, let's get down to the specific case, I don't want to make your head explode with this dichotomy between good and evil. Imagine for a moment, that you take a web design or seo project of an e-commerce, to which we have to make a social proof to clean and clarify its corporate image and that it was already in operation before and they have previous ratings... but those ratings have no photo, just a comment without the human contribution that gives the visual part of the rating... well, here you find a perfect place where ethics and This Person Does Not Exist can come to shake hands. All you have to do is take those comments and give them the most appropriate image that the website generates (every time you reload the website a completely new image appears).

Ethical 100%? NO, you are putting a real rating on a fictitious image.

Are you going to do it? YES. Let's not kid ourselves, in this world sometimes you have to swallow a bit of low level ethics.

Let's not tear our hair out... the world of marketing (in general) and digital marketing (specifically) is riddled with these and much, much worse techniques.

Now white-glove purists will come and say the typical... "that's unethical", "if you use those techniques, you don't know how to do your job well"... and similar phrases. Well, first of all, thank you for seeing this post, and secondly, tell them that "ethical rectitude" is very easy to preach when you work for large companies that can spend large resources on their digital marketing. But go to those SMEs and freelancers who are barely off the ground and tell them to compete on equal terms against Zara, Mediamarkt, Amazon... and don't let your face fall to the floor in shame when you say it.

But I don't want this post to fall into the "ethical vs unethical". Rather, I want us to know what to do with this tool and how we can make the most of it in our digital marketing and SEO techniques.

Find out how artificial intelligence is generating realistic faces in This Person Does Not Exist and what it means for the future.

Okay Jesus, you've already made our heads too hot, can you tell us in which practical cases you use the tool?

Of course! I was already looking forward to you asking me... 

Well, I have given it many different uses, some are like Lord Voldemort, that is, "they cannot be named", but most of them are quite useful for all of us who are dedicated to pounding keys and watching the competition.

Main uses:

- Linkbuilding: if you have ever done this SEO positioning strategy, you know that comments on profiles, both in biographies and in open conversations, however well they are written and disguised, reek of SPAM, but if you put an image, and it is an image in line with the theme of the post or forum... that backlink usually stays for a long time without being deleted (sometimes almost permanently). Think that it's just a matter of entering the website, downloading a photo, uploading a profile picture and off you go... easy, fast and cheap, a bargain!

- Social Proof: here I usually use it in two different ways. First I'm going to comment on the most basic form, which is the one I talked about in the post and I've given an example, i.e. a company that wants to increase its reliability and has previous ratings. We layout them well, we put the right text and the right image... and then we move on!

But I also use it in new projects. That is, when a website has no ratings, and it is still in the creation phase... it needs a social proof that also helps seo positioning (Reliability + positioning), in this case, I use them to create a few ratings in which I include, almost always, low competition keywords or longtails related to the web theme. The company's image is reinforced and better positioned (win / win). In addition, you don't run the risk of taking photos from the internet (with copyright and derivatives) or from a paid or free image bank (you risk that half the planet has the same photo that you have used for the rating).

- Images of online workers: most companies want a floating button with a commercial that pops up saying "welcome... how can I help you? and things like that... but they don't want to put an image on that button of one of their workers or of themselves. Well, here you can put an original image, appropriate to the theme and without the risk of having "the same commercial" as 428,345 other online businesses.

Prepare to be amazed by the incredible accuracy of the face generation technology in This Person Does Not Exist.

- There are many more utilities that I could tell you about, especially related to social media, but friends, I will leave this task to your imagination, or you can write me on LinkedIn to tell you more... They say that the best magicians never reveal all their tricks, well, I am neither one of the best nor a magician, but I do have some tricks.

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- Thank you very much if you have reached the end of the post, writing it almost cost me a fight, a missed meal and not checking the spelling, so for this time we are even (your visit for my valuable content). Best regards!

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