{"id":46659,"date":"2025-11-16T05:00:00","date_gmt":"2025-11-16T04:00:00","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=46659"},"modified":"2025-11-13T19:07:29","modified_gmt":"2025-11-13T18:07:29","slug":"deepfake-v-marketingu-hranice-mezi-kreativitou-a-manipulaci","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/deepfake-v-marketingu-hranice-mezi-kreativitou-a-manipulaci\/","title":{"rendered":"Deepfake v marketingu: Hranice mezi kreativitou a manipulac\u00ed"},"content":{"rendered":"<p><strong>Um\u011bl\u00e1 inteligence z\u00e1sadn\u011b prom\u011bnila zp\u016fsob, jak\u00fdm zna\u010dky komunikuj\u00ed. Dok\u00e1\u017ee napsat text, vytvo\u0159it realistick\u00e9 fotografie i video, kter\u00e9 by je\u0161t\u011b p\u0159ed p\u00e1r lety vy\u017eadovalo cel\u00fd produk\u010dn\u00ed t\u00fdm. Z\u00e1rove\u0148 se s rozvojem technologi\u00ed otev\u00edr\u00e1 nov\u00e1, tenk\u00e1 hranice mezi kreativitou a manipulac\u00ed, a pr\u00e1v\u011b tam se nach\u00e1z\u00ed fenom\u00e9n zvan\u00fd deepfake.<\/strong><\/p><br>\n\n\n\n<p>Ten umo\u017e\u0148uje vytv\u00e1\u0159et videa, kter\u00e1 p\u016fsob\u00ed naprosto autenticky, p\u0159esto\u017ee v nich lid\u00e9 nikdy nevystupovali. A zat\u00edmco na jedn\u00e9 stran\u011b nab\u00edz\u00ed market\u00e9r\u016fm revolu\u010dn\u00ed mo\u017enosti vizu\u00e1ln\u00edho storytellingu, na t\u00e9 druh\u00e9 vyvol\u00e1v\u00e1 z\u00e1sadn\u00ed ot\u00e1zky o etice, d\u016fv\u011b\u0159e a ochran\u011b identity.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">Kreativita s odpov\u011bdnost\u00ed&nbsp;<\/h2>\n\n\n\n<p>Deepfake technologie posouvaj\u00ed marketingovou tvorbu do zcela nov\u00e9 dimenze. Zna\u010dky d\u00edky nim mohou o\u017eivit kampan\u011b, p\u0159ekvapit publikum \u010di p\u0159ibl\u00ed\u017eit se z\u00e1kazn\u00edk\u016fm jinak ne\u017e d\u0159\u00edv.\u00a0Jen\u017ee jakmile se s nimi ztrat\u00ed transparentnost, prom\u011b\u0148uje se inovace v riziko. \u201eDeepfake technologie posouvaj\u00ed hranice kreativn\u00edho vypr\u00e1v\u011bn\u00ed, ale z\u00e1rove\u0148 rozmaz\u00e1vaj\u00ed hranici mezi realitou a fikc\u00ed,\u201c \u0159\u00edk\u00e1 Jan Skovajsa, CEO, investor a zakladatel spole\u010dnosti myTimi. Podle n\u011bj nen\u00ed hlavn\u00edm probl\u00e9mem samotn\u00e1 technologie, ale kontext a up\u0159\u00edmnost jej\u00edho pou\u017eit\u00ed. \u201eV marketingu je d\u016fv\u011bra jedin\u00e1 m\u011bna, kterou si nejde koupit. A deepfake ji m\u016f\u017ee b\u011bhem p\u00e1r sekund sp\u00e1lit,\u201c dod\u00e1v\u00e1.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">Jak reagovat na fale\u0161n\u00e9 video&nbsp;<\/h2>\n\n\n\n<p>Fale\u0161n\u00fd obsah se \u0161\u00ed\u0159\u00ed rychle a m\u016f\u017ee zas\u00e1hnout i zna\u010dky, kter\u00e9 s jeho vznikem nemaj\u00ed nic spole\u010dn\u00e9ho. Odborn\u00edci proto upozor\u0148uj\u00ed, \u017ee kl\u00ed\u010dov\u00e1 je rychl\u00e1 a promy\u0161len\u00e1 reakce. \u201eJe to ot\u00e1zka rychlosti a d\u016fv\u011bryhodnosti reakce. Zna\u010dka mus\u00ed m\u00edt p\u0159ipraven\u00fd crisis playbook \u2014 co ud\u011blat, kdy\u017e se objev\u00ed fale\u0161n\u00e9 video \u010di audio,\u201c vysv\u011btluje Jan Skovajsa.\u00a0Sou\u010dasn\u011b doporu\u010duje zachovat klid, reagovat v\u011bcn\u011b a s d\u016fkazy, aby si zna\u010dka udr\u017eela reputaci. \u201eP\u0159ehnan\u00e1 panika nebo emocion\u00e1ln\u00ed obrana m\u016f\u017ee reputaci po\u0161kodit v\u00edc ne\u017e samotn\u00fd deepfake,\u201c dopl\u0148uje.<\/p><br>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"731\" src=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280-1024x731.jpg\" alt=\"Deepfake video\" class=\"wp-image-46668\" srcset=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280-1024x731.jpg 1024w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280-300x214.jpg 300w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280-768x548.jpg 768w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280-18x12.jpg 18w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280-590x421.jpg 590w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/11\/mobile-phone-5431597_1280.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><br>\n\n\n\n<h2 class=\"wp-block-heading\">Kde kon\u010d\u00ed inspirace a za\u010d\u00edn\u00e1 manipulace&nbsp;<\/h2>\n\n\n\n<p>Kdy\u017e je technologie vyu\u017eita se souhlasem v\u0161ech z\u00fa\u010dastn\u011bn\u00fdch a s jasn\u00fdm z\u00e1m\u011brem, m\u016f\u017ee b\u00fdt p\u0159\u00ednosn\u00e1 a legitimn\u00ed. Probl\u00e9m nast\u00e1v\u00e1 ve chv\u00edli, kdy klame publikum nebo vyu\u017e\u00edv\u00e1 identitu bez v\u011bdom\u00ed a svolen\u00ed.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201ePokud pou\u017e\u00edv\u00e1m deepfake technologii s v\u011bdom\u00edm v\u0161ech z\u00fa\u010dastn\u011bn\u00fdch a z\u00e1m\u011br je jasn\u00fd, je to legitimn\u00ed. Jakmile ale technologie klame publikum nebo vyu\u017e\u00edv\u00e1 identitu bez souhlasu, je to manipulace \u2014 bez ohledu na to, jak p\u016fsobiv\u011b to vypad\u00e1,\u201c upozor\u0148uje Jan Skovajsa.<\/p>\n<\/blockquote>\n\n\n\n<p>Tento etick\u00fd r\u00e1mec je podle odborn\u00edk\u016f nezbytn\u00fd, proto\u017ee pr\u00e1v\u011b d\u016fv\u011bra se st\u00e1v\u00e1 nejcenn\u011bj\u0161\u00ed hodnotou modern\u00ed komunikace.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1sady pro autentickou zna\u010dku&nbsp;<\/h2>\n\n\n\n<p>Aby si firmy zachovaly d\u016fv\u011bryhodnost i v dob\u011b generativn\u00ed AI, m\u011bly by p\u0159ijmout n\u011bkolik princip\u016f:<\/p><br>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Transparentnost:<\/strong> jasn\u011b ozna\u010dit, \u017ee jde o AI-generovan\u00fd nebo upraven\u00fd obsah.\u00a0<\/li>\n\n\n\n<li><strong>Ov\u011b\u0159itelnost:<\/strong> p\u0159id\u00e1vat metadata, watermarky nebo syst\u00e9my pro ov\u011b\u0159en\u00ed p\u016fvodu.\u00a0<\/li>\n\n\n\n<li><strong>Souhlas:<\/strong> nikdy nepou\u017e\u00edvat tv\u00e1\u0159, hlas \u010di jm\u00e9no bez svolen\u00ed.\u00a0<\/li>\n\n\n\n<li><strong>Auditovatelnost:<\/strong> archivovat p\u016fvodn\u00ed materi\u00e1ly a dokumentovat tvorbu.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>\u201eZodpov\u011bdn\u00e9 agentury by m\u011bly tyto z\u00e1sady zakotvit do sv\u00fdch intern\u00edch sm\u011brnic stejn\u011b, jako d\u0159\u00edve ochranu osobn\u00edch \u00fadaj\u016f nebo GDPR,\u201c doporu\u010duje Skovajsa.<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\">AI m\u016f\u017ee asistovat, ale nikdy nesm\u00ed klamat&nbsp;<\/h2>\n\n\n\n<p>\u201eU n\u00e1s plat\u00ed z\u00e1sada, \u017ee AI m\u016f\u017ee asistovat, ale nikdy nesm\u00ed klamat. Deepfake technologie testujeme pro \u00fa\u010dely kreativn\u00edho v\u00fdvoje a vizualizac\u00ed, ale nikdy ji nepou\u017e\u00edv\u00e1me pro re\u00e1ln\u00e9 kampan\u011b, pokud nen\u00ed jasn\u011b ozna\u010dena,\u201c popisuje Jan Skovajsa z MyTimi.<\/p><br>\n\n\n\n<p>Deepfake technologie z marketingu nezmiz\u00ed, naopak, stanou se b\u011b\u017en\u00fdm n\u00e1strojem vizu\u00e1ln\u00ed tvorby. Ot\u00e1zkou z\u016fst\u00e1v\u00e1, kdo s nimi dok\u00e1\u017ee pracovat eticky a udr\u017eet si d\u016fv\u011bru z\u00e1kazn\u00edk\u016f.<\/p><br>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-vertically-aligned-top\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/www.mzone.cz\/neviditelna-psychologie-a-marketingove-triky-v-restauracich\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-1024x683.jpg\" alt=\"Restaurace\" class=\"wp-image-46318 size-full\" srcset=\"https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-1024x683.jpg 1024w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-300x200.jpg 300w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-768x512.jpg 768w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-1536x1024.jpg 1536w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-18x12.jpg 18w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-800x533.jpg 800w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-400x267.jpg 400w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-500x333.jpg 500w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-1170x780.jpg 1170w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace-590x393.jpg 590w, https:\/\/www.mzone.cz\/wp-content\/uploads\/2025\/09\/Restaurace.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><div class=\"wp-block-media-text__content\">\n<h4 class=\"wp-block-heading\"><a href=\"https:\/\/www.mzone.cz\/neviditelna-psychologie-a-marketingove-triky-v-restauracich\/\">Hudba i osv\u011btlen\u00ed: Neviditeln\u00e1 psychologie a marketingov\u00e9 triky v restaurac\u00edch<\/a><\/h4><br>\n<\/div><\/div>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Um\u011bl\u00e1 inteligence z\u00e1sadn\u011b prom\u011bnila zp\u016fsob, jak\u00fdm zna\u010dky komunikuj\u00ed. Dok\u00e1\u017ee napsat text, vytvo\u0159it realistick\u00e9 fotografie i video, kter\u00e9 by je\u0161t\u011b p\u0159ed p\u00e1r lety vy\u017eadovalo cel\u00fd produk\u010dn\u00ed t\u00fdm. Z\u00e1rove\u0148 se s rozvojem technologi\u00ed otev\u00edr\u00e1 nov\u00e1, tenk\u00e1 hranice mezi kreativitou a manipulac\u00ed, a pr\u00e1v\u011b tam se nach\u00e1z\u00ed fenom\u00e9n zvan\u00fd deepfake. Ten umo\u017e\u0148uje vytv\u00e1\u0159et videa, kter\u00e1 p\u016fsob\u00ed naprosto autenticky, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":46660,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[386,25,65,64],"tags":[5085,593,6476,6477,954,2064,3678,968,490,434,19,1158,148,1290,1280,36],"class_list":["post-46659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bez-obalu","category-style","category-technika","category-trendy","tag-ai","tag-bez-obalu","tag-deepfake","tag-fake","tag-fikce","tag-manipulace","tag-marketing","tag-podvod","tag-style","tag-technika","tag-technologie","tag-trend","tag-trendy","tag-umela-inteligence","tag-videa","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deepfake v marketingu: Hranice mezi kreativitou a manipulac\u00ed - Mzone<\/title>\n<meta name=\"description\" content=\"Um\u011bl\u00e1 inteligence z\u00e1sadn\u011b prom\u011bnila zp\u016fsob, jak\u00fdm zna\u010dky komunikuj\u00ed. Dok\u00e1\u017ee napsat text, vytvo\u0159it realistick\u00e9 fotografie i video, kter\u00e9 by je\u0161t\u011b p\u0159ed p\u00e1r lety vy\u017eadovalo cel\u00fd produk\u010dn\u00ed t\u00fdm. Z\u00e1rove\u0148 se s rozvojem technologi\u00ed otev\u00edr\u00e1 nov\u00e1, tenk\u00e1 hranice mezi kreativitou a manipulac\u00ed, a pr\u00e1v\u011b tam se nach\u00e1z\u00ed fenom\u00e9n zvan\u00fd deepfake.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mzone.cz\/en\/deepfake-v-marketingu-hranice-mezi-kreativitou-a-manipulaci\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deepfake v marketingu: Hranice mezi kreativitou a manipulac\u00ed - Mzone\" \/>\n<meta property=\"og:description\" content=\"Um\u011bl\u00e1 inteligence z\u00e1sadn\u011b prom\u011bnila zp\u016fsob, jak\u00fdm zna\u010dky komunikuj\u00ed. 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