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Anheuser-Busch InBev has used "deepfake" face-swapping technology on former NFL quarterback Peyton Manning for a new Michelob Ultra advert.

The social media spot inserts Manning into a scene from 1980s comedy movie Caddyshack. Manning's face is digitally swapped for original Caddyshack actor Ted Knight in what is the first time a major alcohol producer has used deepfake technology in a marketing campaign.

The 15-second spot has rolled out on Michelob Ultra's social media platforms ahead of this weekend's charity golf match featuring Manning and pro golfer Tiger Woods. The pair will take on Phil Mickelson and quarterback Tom Brady in aid of coronavirus relief.

Deepfakes have been around for a few years but have yet to be used in many marketing campaigns. US sports channel ESPN used the technology last month to promote a documentary on basketball player Michael Jordan.

The technology has courted controversy. Last year, a deepfake video emerged of Facebook founder Mark Zuckerberg saying things he never said. In a more recent deepfake, the Prime Minister of Belgium was shown linking the coronavirus to climate change.

Speaking to the New York Times about the ESPN video, the channel's head said the company "tried to make the joke clear enough so that we weren't tricking anyone".

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