AI-Generated 'News' Ads: Are Deepfakes the Future of Legal Marketing?

Imagine seeing a news report about huge payouts for accident victims, only to realize it's an AI-generated ad for legal services. The rise of AI video tools is blurring the line between legitimate news and persuasive sales pitches.

The Rise of AI Ads

Personal injury lawyers are known for their creative advertising. Now, they're using AI to create convincing, localized ads. These ads employ AI-generated people and influencer replicas, often without disclosing their synthetic nature.

Alexios Mantzarlis from Cornell Tech warns this trend isn't encouraging for truth in advertising. AI is also creating screaming headlines in online news feeds to attract potential customers.

New Tools, New Dangers

Companies are launching increasingly powerful AI video tools. Meta introduced Vibes for creating short-form AI videos. OpenAI released Sora, enabling users to insert themselves into realistic AI videos.

OpenAI encourages developers to use these tools to promote products. CEO Sam Altman hopes Sora 2 will allow for high-quality video generation directly within products.

Synthetic Social Media

These platforms allow users to create and share AI-generated content, tailored to individual tastes. It's becoming harder to distinguish real videos from AI-generated ones, raising concerns about misuse.

Experts warn that these affordable tools can easily spread disinformation. State-backed actors have already used AI-generated news to spread false information. Online safety experts say AI-generated content is drowning out human content.

Scams and Ethical Concerns

YouTube has deleted AI-generated videos featuring celebrities promoting Medicare scams. Spotify removed millions of AI-generated music tracks. The FBI estimates Americans have lost $50 billion to deepfake scams since 2020.

In legal services, the line between dramatization and false promises is blurred. AI newscasts featuring AI victims holding oversized checks are testing the boundaries. Samuel Hyams-Millard of SheppardMulin notes the risk of viewers mistaking these ads for real news.

Case Connect AI's Approach

Case Connect AI runs ads on YouTube and Facebook, targeting accident victims. They use AI to estimate potential court case payouts. One ad features an influencer claiming insurance companies are trying to shut down Case Connect.

Angelo Perone, founder of Case Connect, says AI helps them connect with injured people and provide them with the right attorney. He insists they comply with legal ad rules, but some lawyers disagree.

Pushing Boundaries

Trial lawyer Robert Simon criticized Case Connect ads targeting fire victims as “egregious.” He's helping draft Senate Bill 37 to address deceptive ads.

Vince Wingerter, founder of 4LegalLeads, acknowledges the need for guardrails. He says the technology is now more powerful and layered, making it easier to mislead.