Business
Unlocking New Possibilities: The impact of deep fake technology on brand storytelling

By Kavi Rajapaksha
By now, marketers know that they need to work hand in hand with artificial intelligence (AI) to be successful in this era driven by technological advancements. According to the most recent data, more than 650 million unique branded content pieces are posted every day but 87% of them fail in achieving any significant engagement. So brands continually search for innovative ways to engage audiences and captivate their attention.
One such technological marvel that has emerged in recent years is deep fake technology. This cutting-edge AI-driven technique, with its ability to manipulate and recreate images and videos, is revolutionizing brand storytelling. As we explore the potential of deep fake technology, we uncover a new dimension of creativity and narrative possibilities for brands to produce more emotionally captivating and relevant content.
Breaking the boundaries of imagination
Deep fake technology has the power to blur the lines between fiction and reality, allowing brands to push the boundaries of imagination. By seamlessly blending the real and the surreal, brands can transport audiences into immersive storytelling experiences that captivate and leave a lasting impact. Whether it’s bringing historical figures back to life, resurrecting beloved characters, or merging multiple personalities, deep fake technology unlocks a world of limitless possibilities.
With the introduction of ChatGPT, Canva and various other AI platforms that has transformed how the creative industry does things, many have started to question if AI can indeed replace marketers and creatives. AI can automate basic and repetitive tasks and work efficiently to find the best, published information available. However, whether or not Ai can be programmed to emulate human emotions and think like a human is an answer only the future holds. But, the one thing that holds true is that all brands must adapt right now to stay ahead of the curve.
Also, deep fake technology disrupts conventional notions of authenticity and challenges the way we perceive truth in storytelling. With the power to recreate personalities, brands are now faced with the responsibility of navigating the ethical landscape surrounding this technology. Transparency and clear communication are crucial to ensure audiences understand the creative intent and the boundaries between reality and fiction. As brands venture into this realm, it becomes essential to strike a delicate balance between the captivating allure of deep fake technology and the need for honesty and integrity in brand storytelling.
Empowering creativity and collaboration
The most common jokes in the industry are revolved around how small the client budgets are versus the very inspiring briefs that are received. Often, marketers and creative teams come up with great ideas that require a lot in terms of the budgets which prevents them from executing them. In a way, its fair to say that the strength of the ideas is parallel and even better than some of those in the world right now, but not many organizations can afford to spend the required amount to make those a reality. But now with AI, many of those boundaries can be easily crossed and a lot of video and static content can be created within seconds.
Now is the time to leave hygiene content to AI and focus on really breaking the clutter with unimaginable things that collaborations between human intelligence and creativity can achieve in partnership with AI.
In conclusion
Deep fake technology is transforming brand storytelling by unlocking new realms of creativity and narrative possibilities. It empowers brands to establish emotional connections, challenge the status quo, and collaborate with technology experts to create captivating campaigns. However, as brands explore this innovative technology, they must prioritize transparency, ethics, and authenticity to maintain the trust of their audiences. Ai is unlocking the possibility of pursuing larger than life campaigns that previously was not a possibility due to budgetary restrictions and now more than ever, marketers need to really adapt and work hand in hand with Ai and all forms of technology to stay relevant.
(The writer is the Senior Vice President/Chief Marketing Officer at Softlogic Life Insurance PLC)
Business
Seylan Bank posts a remarkable PAT of LKR 10 Bn for 2024

The Bank recorded a Profit before Income Tax (PBT) of LKR 16.04 Bn for the period under review with a 59% growth over the previous year, while recording a Profit after Tax (PAT) of LKR 10.05 Bn for the year with a 61% growth over the previous year, demonstrating a robust performance despite challenging macro-economic conditions. The reported PAT of LKR 10 Bn is the highest performance in the Bank’s 36 year history.
Net Interest Income of the Bank was reported as LKR 37 Bn in 2024 compared to LKR 40 Bn reported in 2023 with a decline of 8% corresponding to reduction in Net Interest Margins during 2024, due to reduction in market interest rates throughout the year.
Net fee and commission income of the Bank reported a growth of 7% to LKR 8 Bn compared to LKR 7.4 Bn reported in the previous year. The growth in 2024 was mainly due to increase in income from Cards, Remittances and other services relating to Lending.
The Bank’s net gains from trading reported a gain of LKR 0.46 Bn, a decrease of 44% over the gain of LKR 0.82 Bn reported in previous year due to exchange / interest rate changes.
Net gains / (losses) from de-recognition of financial assets reported a loss of LKR 0.26 Bn in 2024, compared to the gain of LKR 0.15 Bn reported in the previous year. The loss due to the restructuring of SLISBs amounted to LKR 2.71 Bn and was recorded in Q4 2024.
Other Operating Income of the Bank was reported as LKR 1 Bn in 2024, a growth of 5% over the previous year. This increase is mainly from foreign exchange income, which represents both revaluation gain/ (loss) on the Bank’s net open position and realized exchange gain/ (loss) on foreign currency transactions.
The Bank’s Total Operating Income decreased by 11.6% to LKR 44 Bn in 2024 compared to LKR 49 Bn in the previous year mainly due to decrease in net interest income and the loss on restructuring of SLISBs.
The Bank made impairment provision to capture the changes in the macro economy, credit risk profile of customers and the credit quality of the Bank’s loan portfolio in order to ensure adequacy of provisions recognized in the financial statements. The impairment charge on Loans and Advances and other credit related commitments amounted to LKR 6.6 Bn (2023 – LKR 15.5 Bn). The impairment reversal due to the SLISBs exchange amounted to LKR 4.9 Bn (2023 – LKR 1.5 Bn charge).
(Seylan Bank)
Business
An initiative to bring light into the lives of Galle residents

By Ifham Nizam
For decades, many rural communities in Sri Lanka have struggled with an unreliable power supply, outdated infrastructure, and slow responses from authorities. However, a new initiative aims to change this narrative, bringing hope to thousands in the Galle District who have long been in the dark—both literally and figuratively.
Speaking to The Island Financial Review, Dr. Chathura Welivitiya, CEO of HELP-O, an expert in infrastructure development, emphasizes the importance of this project, stating, “Access to reliable electricity is not just about lighting homes; it is about empowering communities, enabling education, fostering business opportunities, and ensuring overall development.”
He said in many villages, the lack of a stable electricity supply has hindered progress. Residents report frequent power outages, damaged lines left unattended for weeks, and new connections taking months—if not years—to be processed. Such issues have not only inconvenienced households but have also impacted local businesses, schools, and healthcare facilities.
According to a Weligama Municipal Council official: “Our children cannot study at night due to power failures. Businesses suffer because they cannot store perishable goods properly. We have raised complaints multiple times, but the response has been slow.”
Recognizing these challenges, a new project has been launched to address the inefficiencies in power distribution. The initiative includes:
Expansion of the Electrification Network: Efforts to extend power lines to remote areas that still rely on kerosene lamps or battery-operated sources.
Upgrading Infrastructure: Replacement of outdated transformers, damaged poles and weak wiring systems to ensure a stable and safe electricity supply.
Community Engagement: A digital reporting system that allows residents to highlight issues in real time, ensuring faster response and accountability from relevant authorities.
Sustainability Measures: Exploration of renewable energy options, such as solar power, to complement the grid and provide backup solutions for power outages.
Dr. Chathura explains, “This project is not just about fixing wires and poles; it is about creating a sustainable and efficient system that meets the growing energy demands of rural areas. Transparency and community participation are key to its success.”
The Southern Province Governor Bandula Haischandra has voiced strong support for the initiative, recognizing its potential to transform rural communities.
“Ensuring a stable electricity supply is a fundamental responsibility of the government, the Governor told The Island Financial Review. “For too long, these communities have been neglected. We are committed to fast-tracking infrastructure improvements and working closely with relevant authorities to resolve longstanding issues.”
The Governor further emphasized the role of accountability and efficiency in the implementation process. “We cannot afford delays and inefficiencies. With the use of modern technology, we are ensuring that complaints are addressed swiftly and that no village is left behind in development.”
Business
Elpitiya Plantations clinches fourth consecutive victory at Inter Plantation Cricket Tournament

Elpitiya Plantations emerged victorious at the 22nd Inter Plantation Cricket Tournament, organised by the Dimbula Athletic and Cricket Club, held on the 21st and 22nd of February 2025 at the Radella Cricket Ground.
The tournament saw participation from 11 plantation companies, showcasing exceptional talent and sportsmanship. Elpitiya Plantations, led by their dynamic captain Wajira Mannapperuma, demonstrated outstanding performance throughout the tournament.
The winning team from Elpitiya Plantations consisted of Wajira Mannapperuma, Asela Udumulla, Dilukshan Neshan, Lakshan Thenabadu, Kavinda Sulochana, Yasitha Koswaththa, Anushka Baddevithana, Kanishka Ranchagoda, Pramoth Bandara, and Sajith Edirisinghe.
In the semi-final match, Elpitiya faced Horana Plantations PLC and secured a decisive victory by bowling out the Horana team for just 20 runs within 4 overs, paving their way to the finals. The final match was a thrilling encounter against Talawakelle Tea Estates PLC, where Elpitiya’s formidable bowling lineup made it challenging for Talawakelle to score. Within the first four overs, Talawakelle’s top batsmen were back in the pavilion, allowing Elpitiya to clinch the championship title with ease.
This victory marks Elpitiya Plantations’ fifth overall win in the history of the tournament and their fourth consecutive triumph, having previously won in 2022, 2023, and 2024. The team’s consistent performance and dedication have solidified their reputation as a formidable force in plantation cricket.
The management of Elpitiya Plantations extends heartfelt congratulations to the team and expresses gratitude to all the supporters and organisers who made this event a grand success.
-
Business4 days ago
Sri Lanka’s 1st Culinary Studio opened by The Hungryislander
-
Sports5 days ago
How Sri Lanka fumbled their Champions Trophy spot
-
News7 days ago
Killer made three overseas calls while fleeing
-
News6 days ago
SC notices Power Minister and several others over FR petition alleging govt. set to incur loss exceeding Rs 3bn due to irregular tender
-
Features5 days ago
The Murder of a Journalist
-
Sports5 days ago
Mahinda earn long awaited Tier ‘A’ promotion
-
Features5 days ago
Excellent Budget by AKD, NPP Inexperience is the Government’s Enemy
-
News6 days ago
Mobile number portability to be introduced in June