Abstract
This research aims to explore deepfake technology in advertising from a creative perspective and to analyze its ethical implications for advertising values and audience trust. With the rapid development of artificial intelligence, deepfake has emerged as a tool capable of producing highly realistic and detailed visual content that is almost indistinguishable from reality. This has opened new opportunities for innovation in advertising content creation while simultaneously raising questions about credibility and ethical responsibility. The study adopts a descriptive–analytical approach to examine how deepfake technology is being used in contemporary advertising campaigns and to identify its potential in enhancing visual creativity and audience engagement. Findings indicate that this technology contributes to developing new presentation styles and stimulating positive emotional responses. However, it also poses challenges related to transparency, personal rights, and the risk of misleading audiences. The research concludes with a set of recommendations emphasizing the need to establish clear ethical and regulatory frameworks for the responsible use of deepfake in advertising, alongside efforts to raise public awareness and maintain a balance between technological innovation and moral integrity.