<![CDATA[The rapid advancement of artificial intelligence has significantly transformed digital marketing strategies, creating new opportunities while simultaneously generating complex legal challenges. One of the most critical issues arising from this development is the use of public figures’ identities in AI-based marketing content, particularly through deepfake technology. This technology enables the creation of highly realistic synthetic visual and audio representations, which can be exploited for commercial purposes without the consent of the individuals concerned. This study aims to examine AI-driven digital marketing strategies and analyze the legal limitations governing the use of public figures’ identities in Indonesia. The research employs a normative legal method using statutory and conceptual approaches, with secondary data consisting of primary, secondary, and tertiary legal materials collected through library research. The findings indicate that although Indonesia has not yet enacted specific regulations addressing deepfake technology, existing legal frameworks can be applied to assess and address the misuse of public figures’ identities in digital marketing practices. This study emphasizes the necessity of balancing technological innovation in marketing with legal protection to ensure legal certainty and maintain public trust within the digital ecosystem.]]>
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