Synthetic Media
AI-generated content including images, video, audio, and text that mimics human creation.
Definition
Synthetic media refers to content generated or substantially modified by AI systems, including AI-generated images, deepfake videos, voice cloning, and AI-written text. As generation quality improves, distinguishing synthetic from authentic content becomes increasingly difficult.
Synthetic media raises significant opportunities and concerns. It enables unprecedented content creation efficiency while creating challenges around authenticity, consent, and misinformation. Detection and disclosure standards are evolving rapidly.
Why It Matters
Marketing and communications teams must understand synthetic media both as creators and consumers. AI-generated content offers efficiency gains, but misuse can create brand risk and ethical concerns.
Organizations need policies for synthetic media use in their own content and strategies for identifying synthetic content that might affect their brand or industry.
Examples in Practice
A brand developed guidelines for synthetic media use in marketing, requiring disclosure for AI-generated images while permitting undisclosed AI assistance in copywriting.
A PR team prepared for synthetic media risks after deepfake videos of executives began circulating online, developing response protocols and authentication systems.
An agency used synthetic voice cloning to produce localized ad campaigns in dozens of languages without expensive voice talent for each market, while properly disclosing the AI generation.