# data[].attributes.headline
The Role of AI-Generated Synthetic Voices in Transforming Customer Service: Enhancing Efficiency, Personalization, and Customer Satisfaction

# data[].attributes.subject
The Role of AI-Generated Synthetic Voices in Transforming Customer Service: Enhancing Efficiency, Personalization, and Customer Satisfaction

# data[].attributes.body
AI-generated synthetic voices are increasingly utilized in customer service and virtual assistant applications, providing enhanced user interaction and optimizing support processes. These synthetic voices, developed using advanced artificial intelligence (AI) techniques such as deep learning and natural language processing (NLP), are capable of replicating human speech with a high degree of realism. This ability enables virtual assistants and chatbots to interact with customers in a natural and conversational manner, improving user engagement and making the support experience more intuitive and user-friendly.

Within call centers, synthetic voices facilitate the handling of a wide range of customer inquiries, from addressing frequently asked questions to assisting with technical troubleshooting. Since AI-driven virtual assistants operate continuously, they offer consistent support beyond regular business hours, thus addressing a key demand for 24/7 customer service. Additionally, AI systems are capable of managing large volumes of calls simultaneously, which significantly reduces customer wait times and allows human agents to dedicate their efforts to complex queries that require personal assistance (Wirtz et al., 2018).

Furthermore, AI-generated synthetic voices contribute to a more personalized user experience by modulating tone, language, and style in response to customer preferences or demographic information. For instance, an AI assistant may adopt a formal tone for professional inquiries while using a casual tone for general support, thereby tailoring the interaction to suit the context. This personalization not only enhances customer satisfaction but also makes interactions feel more responsive and engaging (Nass & Brave, 2005).

A significant advantage of synthetic voices is their multilingual capability, which allows customer support to be offered in various languages and dialects, thereby increasing accessibility for a global user base. For organizations, the integration of synthetic voices in virtual assistants represents a cost-effective solution, reducing expenses associated with the recruitment, training, and management of human agents while maintaining high standards of customer service (Huang & Rust, 2018). Consequently, this technology assists companies in improving operational efficiency, reducing costs, and enhancing customer satisfaction by delivering high-quality, consistent support around the clock.

In summary, the application of AI-generated synthetic voices in customer service and virtual assistants has transformed the industry by offering efficient, personalized, and scalable solutions. This advancement not only meets the growing consumer demand for immediate, accessible support but also enables companies to provide a seamless and engaging customer experience, significantly contributing to operational optimization.

References:

Huang, M. H., & Rust, R. T. (2018). Artificial Intelligence in service: Understanding the impact of AI on service. Journal of Service Research, 21(2), 155–172. https://doi.org/10.1177/1094670517752459

Nass, C., & Brave, S. (2005). Wired for speech: How voice activates and advances the human-computer relationship. MIT Press.

Wirtz, J., So, K. K. F., Mody, M. A., Liu, S. Q., & Chun, H. E. H. (2018). The role of artificial intelligence in service. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-05-2018-0125

# data[].attributes.headline
Synthetic Media: Future Scenarios and Impact

# data[].attributes.subject
Synthetic Media: Future Scenarios and Impact

# data[].attributes.body
The term "synthetic media," which is driven by artificial intelligence (AI) and machine learning, describes the production of media content—including text, audio, video, and image—that is created or modified by computers. Synthetic media is developing quickly thanks to developments in deepfake technology, AI-generated music, and text generating tools like GPT. Let's examine possible futures, sectors that currently use synthetic media, its advantages and disadvantages, and possible effects on day-to-day life.

Prospects for Entertainment and Content Creation in Synthetic Media in the Future: Video games, music, and film are among the industries where synthetic media is most obviously used. AI could reduce production time and expenses by creating lifelike virtual actors or digital surroundings. AI-generated music has already begun to be released by artists such as Grimes, paving the way for further creative partnerships between humans and machines.

News and Journalism: Artificial intelligence (AI)-generated news anchors and automated article writers could proliferate, generating information around-the-clock and tailoring it to each viewer. If not properly controlled, it may potentially raise the danger of propaganda and false information.

Marketing and advertising: Businesses may use synthetic media to produce hyper-personalized advertisements. Influencers created by AI (like the digital influencer Lil Miquela) may proliferate and advertise goods catered to particular demographics.

Education and Training: Immersion and interactive learning environments may be made possible via synthetic media. Via individualized, interactive sessions, virtual tutors or trainers can help students retain more material by simulating real-life situations.

Media and Entertainment Industries and Businesses Using Synthetic Media:

Hollywood creates realistic computer-generated imagery, de-ages performers, and even writes scripts with artificial intelligence. AI was utilized in the Star Wars franchise to replicate the late Carrie Fisher's appearance.
Another industry where synthetic media is frequently utilized to generate intricate settings, voice acting, and characters is video games. Procedurally generated game worlds are being experimented with by studios such as Ubisoft.
Advertising & Marketing:

AI-generated influencers have been deployed by Coca-Cola and Nike in their advertising efforts, opening up new possibilities for innovation and interactivity.
Medical Care:

Medical Care:

Google's artificial intelligence division, DeepMind, has improved machine learning models in the healthcare industry by simulating patient data with synthetic data without jeopardizing actual patient privacy. Improved training of AI diagnostic tools can also benefit from the use of synthetic media in medical imaging.
The advantages of synthetic media effectiveness The time and expenses associated with creating content can be greatly decreased by using synthetic media, especially in sectors like marketing, journalism, and film.
Personalization: Whether it's a customized learning resource or a one-of-a-kind advertisement, AI-generated material can be highly customized for individual tastes.
Creative Innovation: By combining human and machine creativity to create original works of music, art, or storytelling, content producers and artists can push the boundaries of creativity with artificial intelligence (AI).

The Drawbacks of Synthetic Media
Deepfakes and false information: The ability to produce convincingly phony media—like deepfake videos—brings security and ethical concerns. This could cause people to lose faith in reality, especially in social or political circumstances.
Employment Displacement: As synthetic media proliferates, content production positions in the film, journalism, and marketing industries may become mechanized, impacting the earnings of professionals in these domains.
Lack of Authenticity: Although content produced by AI can be quite impressive, real human connection and creativity may be lost. The emotional depth that frequently results from human experiences is absent from synthetic media.
Possibility of Effect on Daily Life
Enhanced Daily Experiences: With hyper-personalized entertainment, news, and educational information, AI-generated media will probably find its way into our daily lives, providing more engaging and personalized experiences.

Authenticity challenges: It may become harder to tell the difference between real and synthetic media as deepfakes get more realistic. This could have an impact on the way we interact online, consume news, and regard visual information.

Cultural Shifts: As synthetic media grows, we may see the emergence of new cultural phenomena like AI celebrities or virtual influencers. It might reframe our understanding of human expression, creativity, and the arts.

Reference: https://www2.deloitte.com/us/en/insights/industry/technology/generative-ai-tools-media-entertainment.html

# data[].attributes.body
Synthetic media is rapidly influencing the political landscape, with AI-generated content being used for campaign ads, public statements, and even deepfake videos. During elections, AI can create synthetic voices and digital avatars of political figures, making it easier to spread targeted messages at scale. Politicians and advocacy groups can use these tools to deliver hyper-personalized content to different voter segments, enhancing engagement and potentially swaying public opinion​.

Reference: https://www.bvp.com/atlas/roadmap-the-rise-of-synthetic-media/

However, the technology also poses serious risks. Deepfakes and AI-generated misinformation can be used to manipulate voters, spread false narratives, and undermine trust in political systems. Recent examples include deepfake videos used in campaigns to depict opponents saying or doing things they never actually did, which can have a significant impact on voter perception​.

https://link.springer.com/article/10.1007/s11098-023-02062-x

# data[].attributes.attachment_link.description
The AI-generated content movement across consumer and enterprise landscapes inspires new entrepreneurial opportunities.

# data[].attributes.headline
Advantages and disadvantages of synthetic media

# data[].attributes.subject
Advantages and disadvantages of synthetic media

# data[].attributes.body
Synthetic media is content generated or manipulated by artificial intelligence and machine learning technologies, including deep fakes, AI-generated text, images, audio and even virtual environments. In the future, synthetic media will significantly impact multiple industries such as entertainment, education, advertising, gaming, healthcare and finance, bringing efficiency and innovation by enhancing personalised experiences, automating content creation and increasing interactivity. However, synthetic media also faces a number of challenges, including ethical issues, authenticity of information, employment alternatives, security risks, and a lack of regulatory laws. In our daily lives, synthetic media will change the way we consume media, communicate, work and learn, and interact socially, while also requiring us to be more aware of and protective of privacy and content authenticity. Overall, while synthetic media brings many conveniences and innovations, its potential negative impacts need to be carefully addressed in order to realise its positive applications.

# data[].attributes.attachment_link.title
What Is Synthetic Media? Types, Benefits, and Best Practices

# data[].attributes.attachment_link.description
Synthetic media is a form of virtual media created using artificial intelligence to achieve high realism. Explore types, benefits, examples, and practices.

# data[].attributes.headline
What is synthetic media and how does it affect our day-to-day existence? What are the future technologies?

# data[].attributes.subject
What is synthetic media and how does it affect our day-to-day existence? What are the future technologies?

# data[].attributes.body
As we look to the future, synthetic media is poised to transform how we make and consume digital entertainment. This technology, which uses artificial intelligence to create or edit images, videos, audio, and text, allows for speedy, scalable content suited to user tastes, making it appropriate for a wide range of applications. Here's a closer look at prospective future scenarios, sectors that gain from synthetic media, and the impact on daily life. 1)Personalized Content Creation in the digital era.
Consider a world in which movies, books, and commercials are personalized to individual preferences. With synthetic media, content is no longer static but rather adapts in response to human interaction. Companies like Netflix and platforms like Synthesia are already experimenting with this strategy to create personalized video content (Cobasneanu, 2024). This level of customization has considerable benefits, including more engaging and relevant user experiences. However, obstacles persist, including worries about data privacy, reliance on AI, and the potential loss of human innovation. 2) Training and Simulation
Synthetic media has transformed simulations in critical industries such as healthcare, aviation, and military training. Companies such as Osso VR provide realistic, immersive experiences for medical practitioners, allowing them to practice procedures in a safe, controlled setting(Osso VR, n.d.). These virtual training environments provide increased safety, cost savings, and hands-on experience without the hazards of live practice. Despite these benefits, such simulations may not fully replicate the complexities of real-world events, and the initial investment in these technologies can be significant. 3) Customer Support and Virtual Influencers
Synthetic media is also improving customer service, with firms interacting with customers through realistic virtual avatars. Companies like Soul Machines are paving the way, developing AI-powered digital assistants who provide constant, 24-hour support (Soul Machines Gallery | AI Assistants, n.d.). These avatars provide tailored interactions, allowing businesses to improve customer experience while lowering expenses. However, there is a possible drawback: virtual agents may lack the empathy and emotional depth that real agents deliver, thus affecting client happiness. Benefits: Synthetic media is less expensive, makes material more accessible through AI-powered translation and text-to-speech, and provides tailored content for a wide range of users. This technology enables organizations to reach and engage with customers in previously unimaginable ways.

Limitations: Ethical issues arise when tools such as deepfakes are used to promote falsehoods. Additionally, synthetic media may raise concerns about authenticity, particularly when human ingenuity and emotional depth are replaced by algorithms. Privacy is also a key concern, because these technologies frequently rely on large datasets including personal information. Impact on Daily Life
As technology advances, synthetic media's influence on our daily lives is certain to rise. Soon, we may have personal assistants that adjust their responses to our emotional states, movies that vary based on our reactions, and individualized instructional content that matches our learning speeds. While synthetic media gives up exciting new possibilities, balancing innovation and ethics will be important to ensure that these tools be used properly and in the best interests of everyone. REFERENCES: 1)Cobasneanu, D. (2024, June 23). Introducing Synthesia 2.0, the world’s first AI video communications platform built for the future of work.

2)Introducing synthesia 2.0. https://www.synthesia.io/post/introducing-synthesia-video-communications-platform

3)Osso VR. (n.d.). https://www.ossovr.com/

Soul Machines Gallery | AI Assistants. (n.d.). Soul Machines_042324. https://www.soulmachines.com/

# data[].attributes.attachment_link.title
How synthetic media, or deepfakes, could soon change our world

# data[].attributes.headline
The Role of Synthetic Voice Technology in Shaping the Future of Communication

# data[].attributes.subject
The Role of Synthetic Voice Technology in Shaping the Future of Communication

# data[].attributes.body
Synthetic voice technology, a subset of synthetic media, is advancing rapidly and is beginning to impact various sectors. Here’s a deep dive into future scenarios, applications, benefits, limitations, and the potential impact of synthetic voice on daily life.

Future Scenarios for Synthetic Voice Technology

1. Hyper-Realistic Voice Cloning:

As technology advances, synthetic voices will become indistinguishable from real voices, mimicking not just the tone but also the emotional nuances and inflections of individuals. This could allow for realistic simulations in storytelling, entertainment, and customer service, creating seamless, immersive experiences.

2. Personalized Virtual Assistants:

Voice assistants like Siri or Alexa could be customized with user-preferred voices or even the voices of loved ones, providing a more personal and engaging interaction. Imagine a virtual assistant that sounds like your favorite actor or even a family member.

3. Synthetic Voice in Education:

Synthetic voices could be used to create customized, multilingual learning tools, with voices tailored to specific ages or learning styles. Students could interact with AI-driven tutors that explain concepts in a personalized way, with adaptive speech patterns that match the student’s level of understanding and language preference.

4. Digital Companions for the Elderly:

Synthetic voices could help combat loneliness in elderly populations by serving as friendly, conversational digital companions. These AI-driven voices could read books, share news, provide reminders for medications, or even engage in meaningful conversations, making everyday life more comfortable and connected.

5. Virtual Therapists and Mental Health Support:

Synthetic voices could be used in mental health applications, providing support for individuals seeking therapy. Virtual therapists with calming, empathetic voices could guide users through meditation exercises, offer cognitive behavioral therapy (CBT), or provide a listening ear, enhancing accessibility to mental health resources.

Limitations and Risks of Synthetic Voice Technology

1. Ethical Concerns:

Synthetic voices raise ethical issues, particularly regarding consent. Creating a synthetic voice based on someone else’s voice without their permission is a major concern, as it can be used to impersonate or mislead others.

2. Potential for Misinformation:

Synthetic voices make it easier to create deepfake audio, potentially spreading misinformation. This is particularly risky in political contexts or for impersonating public figures, where realistic fake audio could mislead the public.

3. Privacy and Security Risks:

Synthetic voices can be used to impersonate individuals, such as in phone scams where scammers use a synthetic voice to convince someone to share personal information or transfer money. This raises serious concerns about identity theft and fraud.

4. Job Displacement:

Voice actors, customer service representatives, and even teachers may be impacted by synthetic voices, as companies turn to AI to reduce costs. This has the potential to displace jobs in industries where human voices are traditionally used.

5. Lack of Emotional Nuance:

While synthetic voices are improving, they still struggle to match the emotional depth and subtlety of human voices. This can be a disadvantage in applications where empathy and human connection are crucial, such as therapy and healthcare.

Impact on Day-to-Day Life

1. Enhanced Virtual Assistants:

With synthetic voices, virtual assistants will sound more natural and engaging, becoming a larger part of daily life. They could be used for everything from scheduling and reminders to engaging conversations, making interactions feel more personal.

2. More Interactive Media:

Video games, audiobooks, and podcasts will become more immersive with synthetic voices that adapt in real-time to user preferences. Personalized audio experiences could provide more enjoyment and enhance how people consume media daily.

3. Increased Accessibility:

Synthetic voices can make digital content more accessible, especially for people with disabilities. Audiobooks, news articles, and educational materials will become more available, allowing more people to engage with content that might have been previously inaccessible.

4. Improved Language Learning:

Language learners can benefit from synthetic voices that mimic native pronunciation, making it easier to practice speaking and listening. Personalized, AI-driven tutors can help users learn languages faster and more accurately, incorporating interactive dialogue.

5. AI Companions and Social Interaction:

AI-driven companions with synthetic voices could help combat loneliness, particularly for the elderly or those living alone. These companions can provide emotional support and engage in conversations, enhancing mental well-being and daily social interaction.

# data[].attributes.attachment_link.description
The Future of Voice Synthesis with AI: A World of Realistic and Expressive Voices

# data[].attributes.headline
The Future of Synthetic Media: Opportunities and Ethical Challenges

# data[].attributes.subject
The Future of Synthetic Media: Opportunities and Ethical Challenges

# data[].attributes.body
Synthetic media is going to shake things up in the way we interact with digital content. Imagine being able to watch a movie that changes based on your mood, or listening to a song that was AI-generated just for you. We’re already seeing virtual influencers, like Lil Miquela, being used by companies, and in the future, we could have fully customizable entertainment experiences. Even retail might adopt synthetic media for virtual try-ons, where you can see a digital version of yourself using a product before buying it.

There are some big perks like endless creative possibilities and hyper-personalized content that feel like it was made just for you. It could also make content creation way more accessible. But on the flip side, there are concerns about deepfakes and misinformation. If synthetic media can create anything, how will we know what’s real? Plus, in our daily lives, we might end up in these highly curated content bubbles, where everything we see is tailored to our preferences but maybe reinforces our biases. Balancing all the cool innovation with the ethical stuff is going to be important as this evolves.

# data[].attributes.headline
Deepfake videos are a possible election threat

# data[].attributes.subject
Deepfake videos are a possible election threat

# data[].attributes.body
Ahead of November election in United States AI generated video videos can play a very disruptive role. The barrier is so far with the quality and availability of text to video models, in another word dip fake. Neither open I sora nor meta movie Gen has been released yet Startups like runway and pika created a video model available to public which can create videos through text generation. On these videos there are many clues that made the video recognize as not 100% authentic like bloody spots, leg, discontinuity between frames but these kind of different videos are still considered as a threat to the upcoming elections especially if you which is created by the native API just release before the election can be perceived as true in the voter's mind without having enough time to daylight if it is real or generated by AI.

Source: https://www.gzeromedia.com/gzero-ai/deepfake-videos-are-a-possible-election-threat

# data[].attributes.attachment_link.title
Deepfake videos are a possible election threat

# data[].attributes.attachment_link.description
If a deepfake video doesn't sow chaos during the upcoming US election, it's almost sure to disrupt an election somewhere in the world very soon.

# data[].attributes.headline
Deepfake technology: Dual-edged sword of synthetic media

# data[].attributes.subject
Deepfake technology: Dual-edged sword of synthetic media

# data[].attributes.body
Deep fake technology of artificial intelligence is regulated I think that how media is created and consumed by people. By generating images, videos and audio that portrait event taught people and situation that never occurred, defects pause both as opportunity and challenges to the humankind. Defects represent the subset of the category of synthetic media or synthetic content. Many articles on the subject define synthetic media as media that is created or modified through using artificial intelligence, machine learning in an automated fashion. The term deep fake originates from the word deep learning is a subset of machine learning that informs multiple layering of processing and fake denoting the contents lack of authenticity. Researchers have developed various techniques to improve the realism of defects like utilizing algorithms such as generative adversarial networks. A key technology leveraged to produce defects and synthetic media is a concept of generative adversarial network where 2 machine learning networks are utilized to develop synthetic content.

Source: https://www.turkiyetoday.com/business/deepfake-technology-dual-edged-sword-of-synthetic-media-45860/

# data[].attributes.attachment_link.title
Deepfake technology: Dual-edged sword of synthetic media - Türkiye Today

# data[].attributes.attachment_link.description
Explore how deepfake technology is reshaping media, from entertainment to disinformation. Learn about its applications, ethical implications, and the challenges in detection.

# data[].attributes.headline
Synthetic media: hearing the voice of the dead again

# data[].attributes.subject
Synthetic media: hearing the voice of the dead again

# data[].attributes.body
What impresses me most about the synthetic press is that it can imitate the voice of the departed through audio text. With the development of artificial media technology, it is possible to reconstruct the image and even personality of the deceased through pictures and videos.

The traditional way of mourning is the first to be affected. There are many examples of possible digital images of the deceased, and families can interact with them, hear their voices before their death, and even imitate their conversation style through customized chat robots. In education or cultural communication, synthetic media can help people interact with historical figures, such as retelling actual historical figures or watching their "virtual speeches."

Potential advantages

In this industry, merchants can customize personalized tombstones, learn about the deceased's life, or talk to them by scanning the code.

Potential constraints and challenges

Synthesizing the voice or image of the deceased may involve ethical and privacy issues, especially the unauthorized reconstruction of the deceased. This will lead to challenges to digital heritage rights, privacy rights, and family feelings. At the same time, this technology may also be used to create deeply forged false information or defamatory content, destroy personal reputations, and even influence political public opinion.

Influence on daily life

People may create their digital tombstones and "talk" with the deceased with a synthetic voice to continue their emotional connection with them. In personal life, intelligent assistants can interact with users using the voices of friends and relatives familiar to them, making technology more humanized.

# data[].attributes.attachment_link.title
Reanimating the deceased with AI and synthetic media

# data[].attributes.headline
Future scenarios of Synthetic Media - Content Creation, Entertainment, Deepfakes, and Trust

# data[].attributes.subject
Future scenarios of Synthetic Media - Content Creation, Entertainment, Deepfakes, and Trust

# data[].attributes.body
Revolution in Creative Content Creation
AI will make it possible for filmmakers and advertisers to create media quickly and affordably by using AI-generated actors and voices, which will lower production expenses and offer new creative opportunities.

Promotion through entertainment industry
Deep Voodoo and Synthesia utilize artificial actors in movies and assist brands in creating customized ads using AI-powered videos and voices to improve customer interaction.

Improving effectiveness and increasing size
AI enables the creation of content on a massive level, generating personalized media such as videos, audio, and images rapidly and affordably, enhancing marketing and entertainment sectors.

On the contrary,

Moral Issues
The ethical dilemmas posed by the emergence of deepfakes include potential misuse for spreading false information or committing identity theft. This underscores the immediate necessity for regulations to deter malicious activities.

How does it affect our everyday life?
Customization and concerns about reliability
Although synthetic media can improve personalized experiences, it may also blur the boundary between reality and AI, leading to challenges in trusting online content, particularly in news and social media.

# data[].attributes.attachment_link.title
The Rise of Synthetic Media: Transforming the Future of Creativity and Communication

# data[].attributes.attachment_link.description
The Rise of Synthetic Media: Transforming the Future of Creativity and Communication

# data[].attributes.headline
The Rising Threat of Deepfake Scams in New Zealand

# data[].attributes.subject
The Rising Threat of Deepfake Scams in New Zealand

# data[].attributes.body
Deepfake technology, once a novelty, is now posing serious threats, particularly in New Zealand. According to a recent article, nearly 29% of New Zealanders have been targeted by deepfake scams, resulting in millions of dollars in losses. This alarming trend highlights the growing sophistication of cybercriminals who use AI to create convincing fake videos and audio to deceive individuals and businesses.

# data[].attributes.attachment_link.title
Deepfake scams target 29% of New Zealanders, costing millions

# data[].attributes.attachment_link.description
Research by Mastercard reveals nearly a third of New Zealanders and 18% of businesses have fallen victim to deepfake scams, costing millions over the past year.

# data[].attributes.body
The article from techUK discusses the rise of synthetic media and deepfakes, highlighting both their potential benefits and the challenges they pose. Synthetic media refers to content generated or altered using AI, including videos, images, text, and voice. Deepfakes are a specific type of synthetic media that manipulate visual or auditory information to create convincing fake content, often with malicious intent.

The article emphasizes the positive uses of synthetic media in creative fields like entertainment, advertising, and education. However, it also addresses the risks, particularly the spread of misinformation and fraud. TechUK members are actively developing tools to detect and mitigate the misuse of AI-generated content, such as manipulated videos. They are also working on innovative solutions to ensure content authenticity and combat misinformation.

Overall, the article underscores the importance of balancing the innovative potential of synthetic media with robust measures to prevent its misuse.

# data[].attributes.attachment_link.title
Deepfakes and Synthetic Media: What are they and how are techUK members taking steps to tackle misinformation and fraud

# data[].attributes.attachment_link.description
The rise of synthetic media and deepfakes presents new opportunities but has also ushered in new challenges in combating misinformation and fraud.

# data[].attributes.headline
How deepfakes could change fashion advertising

# data[].attributes.subject
How deepfakes could change fashion advertising

# data[].attributes.body
Deepfakes are opting out of the darker corners of the internet. Tech experts have made predictions of positive applications for fashion.

For instance, a 2018 Zalando campaign had been introduced featuring model Cara Delevingne across 290,000 localised ads using deepfake technology to produce a range of alternative shots and voice fonts. Today, as the algorithms for manipulating and synthesising media become more powerful, the fashion sector is beginning to take notice.

In the tech world, deepfakes specifically relate to media which is produced by artificial intelligence technology called generative adversarial networks. Deepfakes are video or audio that has been improved, such as by changing a face, the words spoken or the language used. The term was first coined on the internet in 2017 by combining “deep-learning” and “fakes”.

Reference

https://www.voguebusiness.com/companies/how-deepfakes-could-change-fashion-advertising-influencer-marketing

# data[].attributes.headline
Synthetic media in  livestream e-commerce

# data[].attributes.subject
Synthetic media in  livestream e-commerce

# data[].attributes.body
In the world of livestream e-commerce, synthetic media is poised to bring significant changes. Virtual influencers and AI-powered hosts are already making waves, with examples like Alibaba’s virtual host leading the charge. When I am looking ahead, I believe these technologies could transform how brands engage with consumers and how we experience online shopping.

Benefits:

Virtual hosts in livestream e-commerce offer the undeniable advantage of continuous operation. Unlike human hosts who require breaks, rest, or have scheduling constraints, AI hosts can run 24/7 without fatigue. Another strength of synthetic media is its ability to quickly adapt to real-time data. Virtual hosts can analyze viewer preferences and shopping behavior instantly, adjusting their product pitches, recommendations, or even tone to match what a specific audience segment finds appealing.

Limitations:

While virtual hosts in livestream e-commerce excel at responding to pre-programmed questions or offering factual information, they often lack the emotional intelligence to navigate complex or nuanced conversations. Also,sometimes audiences may  look for spontaneity and genuine engagement, which virtual influencers or synthetic hosts may struggle to deliver at the current stage.

Impact on our daily life:

As synthetic media continues to evolve, we might also see a shift in how consumers build trust with brands. Currently, people tend to trust human influencers because they believe in the authenticity of their endorsements. With AI hosts, the dynamic could change—trust may be based less on personal connections and more on the reliability and accuracy of information. On a broader societal level, increased reliance on virtual hosts and AI could lead to deeper discussions about identity and authenticity. As more of our interactions and shopping experiences involve synthetic personas, people may need to grapple with issues of consent, digital ownership, and the regulation of synthetic content.

Resources:

https://www.technologyreview.com/2023/09/19/1079832/chinese-ecommerce-deepfakes-livestream-influencers-ai/

https://marketingtochina.com/ai-powered-virtual-hosts-are-taking-over-e-commerce-live-streaming/

# data[].attributes.attachment_link.readable_text
Struggling with the rising costs and work demands of human streamers in e-commerce live-streaming? I've been there too. In fact, a recent disruptive technology, AI-powered virtual hosts are revolutionizing China's live-streaming market by providing cost-effective and round-the-clock services.

This article explains how these tech innovations can slash your campaign expenditure while boosting efficiency spectacularly. Intrigued yet? You should be!

Key Takeaways

AI hosts work all day and night. They never get tired, so they can do more in less time.

Using AI hosts saves money. You pay once for the technology and use it forever. There are no extra costs like sick days or overtime work.

More businesses in China pick AI hosts over people because they cost less and do great work. This might mean fewer jobs but better sales.

To use AI right, we have to think about some issues like fake data or unfair results. Making rules will solve these problems.

The Rise of AI-Powered Virtual Hosts in China's Live-Streaming E-commerce Market

Cost-effectiveness of AI Hosts

Using AI-driven virtual hosts can save a lot of money. Instead of paying human hosts for each live-stream, businesses only need to invest in AI technology once. This makes the cost of running live-streams much lower.

Plus, companies don't have to worry about any added expenses like breaks or sick days for an AI host! The big price gap between using humans and virtual hosts is leading more companies in China's e-commerce market to choose AI.

So not only are these robots cool and high-tech, but they help keep your wallet full too!

Potential Job Displacement for Human Streamers

Virtual live-streamers could take jobs from human streamers. These hosts are capable of round-the-clock sessions, without a break. It's a big shift in China's e-commerce market. Lots of people may lose their jobs.

Over 400,000 human live-streamers might see some changes soon due to this new tech push. A mass-level swap could happen soon with AI taking over the roles of humans as virtual hosts.

Increased Efficiency and Deliverability

AI virtual hosts work wonders in the e-commerce market. They work all day and night, never tiring or needing a break. This leads to more things getting done in less time. Everything runs smoothly and fast with them on board.

Live streams that use AI hosts can reach more people at any time of the day. Better yet, you don't have to pay them for extra hours or overtime work! In simple terms, they do more for less money improving both efficiency and deliverability.

Advantages of AI Virtual Hosts over Human Streamers

24/7 Availability: Virtual hosts in China's live-streaming work round the clock, offering non-stop live-streaming, which attracts viewers from various time zones, unlike human streamers who require rest.

Consistency and reliability: AI hosts maintain top-notch performance consistently, providing a dependable and predictable experience for shoppers, while human streamers may have off days or need breaks.

Lower online campaign costs: Hosts in China's live-streaming e-commerce platforms offer cost-effective solutions with a one-time investment, reducing the expenses associated with hiring human streamers for each campaign. This cost advantage makes AI hosts increasingly popular in the live-streaming e-commerce market in China.

Implications and Challenges of AI Virtual Hosts

Potential Job Loss and Economic Impact

AI is shaking things up in the e-commerce live-streaming world. It's clear that AI hosts are starting to take the place of real people. This change can mean fewer jobs for human streamers.

Factories in America lost around 400,000 jobs between 1990 and 2007 due to automation. The job loss rate is even faster now with modern AI technologies being used more and more often.

These changes could show us what might happen to our labor market if we keep using AI virtual hosts at this speed. Yet, there's also some good news in all of this: Generative AI holds great promise for high-pay, knowledge-based work.

Ethical Considerations and Concerns About Authenticity

AI hosts have some moral issues to look at. One big thing is whether they are real or fake. This comes up a lot with their use in e-commerce live-streaming. Another problem is data privacy and bias clearing.

These two things make sure the AI host works in a good way for everyone who uses it, no matter their sex or race. If we don't do this right, it could lead to unfair results that hurt people based on these parts of their identity.

It's so important to create rules and steps for making and using AI hosts that put ethics first. Having open talks about how AI should work can help solve these issues too.

The Need for Ongoing Innovation and Adaptation

In the world of artificial intelligence and virtual hosts, change does not stop. We must keep things new and fresh. That means a need for constant innovation is there. Change happens all the time in our market.

We have to adapt quickly or we will fall behind others fast. Most importantly, we should always be inventing new ways to improve our virtual reality hosts' abilities and skills so we can stay on top of online shopping trends.

The Future of E-commerce Live-streaming with AI-Powered Virtual Hosts

AI-hosts are the future of e-commerce live-streaming. This is good news for online retailers, as Virtual hosts can keep selling things non-stop.

Plus, they won't get tired or make mistakes because they're machines. So, marketing managers can rest easy knowing that AI-powered hosts will always be on target.

More money is going into AI technology in China's online shopping world too. People want quick and easy ways to buy what they need from livestreaming platforms and virtual influencers help with this process a lot! In time, we might see these AI-hosts popping up not just in China but all over the world.

Let's watch for the new stars of e-commerce rise!

We Can Help You Run eCommerce Live Streams in China

At Gentlemen Marketing Agency, we invite you to step into the future of e-commerce, where technology meets sophistication. AI-powered live-streaming has emerged as a game-changer in China's dynamic market, and we are here to guide you through this revolutionary avenue.

Seamless Shopping Experience: Our AI-driven live-streaming strategy seamlessly blends entertainment and shopping, creating an immersive experience that captivates the modern consumer.

Predictive Personalization: Through cutting-edge AI algorithms, we predict consumer preferences, tailoring product recommendations that resonate with your audience's desires.

Global Reach, Local Touch: Our agency bridges the gap between global brands and the discerning Chinese market. AI-powered live-streaming transcends geographical boundaries, connecting you with Chinese consumers on a personal level.

Data-Driven Success: The power of data drives our strategy. We harness AI analytics to decode real-time insights, optimizing your live-streaming sessions for maximum engagement and conversion.

Sophistication in Every Frame: At Gentlemen Marketing Agency, we understand that luxury is not just a product - it's an experience. Our AI-powered live-streaming captures this essence, ensuring every frame reflects sophistication and exclusivity.

Elevate Your Brand with Technology: As pioneers in leveraging AI for e-commerce, Gentlemen Marketing Agency empowers your brand to stand at the forefront of innovation, captivating the Chinese market with an unparalleled shopping experience.

Ready to revolutionize your e-commerce presence? Contact Gentlemen Marketing Agency today and embark on a journey where technology and sophistication converge.

# data[].attributes.attachment_link.title
AI Powered Virtual Hosts Are Taking Over E-commerce Live-streaming

# data[].attributes.attachment_link.description
Struggling with the rising costs and work demands of human streamers in e-commerce live-streaming? I've been there too. In fact, a recent disruptive technology, AI-powered virtual hosts are revolutionizing China's live-streaming market by providing cost-effective and round-the-clock services. This article explains how these tech innovations can slash your campaign expenditure while boosting efficiency spectacularly.

# data[].attributes.body
In the film industry, synthetic media will likely continue to revolutionize how movies and TV shows are made. As shown in some films, virtual sets and AI-generated characters are becoming standard tools in production. In the future, we might even see fully virtual actors capable of starring in major blockbusters without the need for human performers. However, I think this trend will coexist with traditional filmmaking, as audiences still value the authenticity of real human performances.

Benefits:

Synthetic media allows filmmakers to use virtual backgrounds and digital characters, making it easier to shoot complex scenes in a controlled environment.

Enables more detailed visual effects, such as creating intricate facial expressions and movement through CGI.

Limitations:

While it’s possible to digitally recreate human faces, achieving full realism still requires significant computing power and time.

Synthetic performances struggle to match the emotional depth and nuance of real actors. A part of audiences including myself still expect genuine emotions in performances, and that’s something synthetic media can’t entirely replace just yet.

How could it affect our daily life?

I feel like movies could be made with less reliance on physical sets and actors, resulting in a wider variety of films and shows being released more frequently. This also could lead to more personalized content as filmmakers use AI to tailor stories and genres based on viewer preferences. We may find ourselves with more niche or experimental content that suits our individual tastes, thanks to the flexibility synthetic media offers.

Resources:

https://www.denofgeek.com/movies/the-19-best-artificially-intelligent-movie-characters-ex-machina-2001-ai/

https://techwireasia.com/2024/01/ai-in-the-film-industry/

https://www.youtube.com/live/7IxHmA6b1hA?si=RlPZ5X9Tzhkeu2EA

# data[].attributes.body
The industry prospects for synthetic media—which refers to content generated or augmented by artificial intelligence (AI), such as deepfakes, virtual influencers, and AI-generated art, music, and video—are rapidly evolving. Synthetic media is positioned to impact various sectors, offering both disruptive opportunities and challenges.

Key Sectors and Prospects for Synthetic Media:

1. Entertainment and Content Creation

2. Marketing and Advertising

3.Education and Training

4. Journalism and Media

5. E-Commerce and Retail

6. Healthcare and Therapy

Opportunities and Advantages:

1. Cost Reduction:

AI-generated media reduces the need for expensive human labor and resources in creative industries, allowing for faster, scalable content production.

2. Personalization:

Synthetic media can create highly personalized content that adapts to individual preferences, enhancing engagement in entertainment, advertising, and education.

3. New Business Models:

Virtual influencers, AI-generated artists, and entirely synthetic brands create new revenue streams, allowing for innovative business models that were not previously possible.

4. Enhanced Creativity:

AI augments human creativity by generating ideas, visuals, and sounds that push the boundaries of traditional media production, offering new creative possibilities.

# data[].attributes.attachment_link.title
The Future of (Synthetic) Media | Synthesia

# data[].attributes.attachment_link.description
Synthetic media is a new category of media that is partially or fully generated by computers. Read more about synthetic media here.

# data[].attributes.body
Future Scenarios with Synthetic Media

1. Personalized Content Creation: Synthetic media will enable the creation of hyper-personalized content tailored to individual preferences. For instance, news articles, advertisements, and entertainment could adapt dynamically based on user behavior and feedback, leading to highly engaging experiences.

2. Realistic Virtual Assistants: As synthetic media evolves, virtual assistants will become more lifelike and capable of understanding human emotions, allowing for more natural interactions. This could enhance customer service in various industries, from retail to healthcare.

3. Education and Training: In education, synthetic media could be used to create immersive learning environments. Virtual reality (VR) simulations could simulate real-life scenarios for training in fields such as medicine, aviation, and emergency response.

4. Entertainment and Gaming: The gaming industry could see fully interactive environments where players can create their own narratives, characters, and worlds using synthetic media, enhancing user engagement and creativity.

5. Ethical and Regulatory Challenges: As synthetic media becomes more prevalent, issues related to deepfakes, misinformation, and consent will necessitate strict regulations and ethical guidelines to prevent misuse.

Industries and Companies Incorporating Synthetic Media

1. Entertainment: Companies like DeepMind and NVIDIA are developing tools for creating synthetic actors and environments in film and video games.

2. Marketing: Brands such as Coca-Cola and Nike use synthetic media for personalized advertisements and marketing campaigns, creating tailored content for different demographics.

3. Healthcare: Companies like Zebra Medical Vision use synthetic media for simulating medical images to train AI algorithms in diagnostics.

4. Gaming: The gaming industry is embracing synthetic media for creating realistic graphics and interactive environments, with companies like Epic Games pushing boundaries with their Unreal Engine.

Potential Benefits and Limitations

Benefits:

Cost-Effective Production: Synthetic media can reduce costs related to filming and production by creating virtual environments and actors.

Enhanced Engagement: Hyper-personalized content can lead to better user engagement and satisfaction.

Accessibility: Virtual environments can make experiences accessible to people who cannot engage in real-life scenarios.

Limitations:

Ethical Concerns: The rise of deepfakes and manipulated content can lead to misinformation and loss of trust.

Job Displacement: Automation in content creation could impact jobs in creative industries.

Dependency on Technology: Increased reliance on synthetic media may diminish genuine human interaction.

Impact on Day-to-Day Existence

Synthetic media could significantly change daily life by transforming how we consume content, learn, and interact. Personalized media experiences may shape our entertainment choices, while realistic virtual interactions could redefine customer service and support. In education, immersive experiences could enhance learning outcomes, making information retention more effective. However, the proliferation of synthetic media may also lead to challenges, such as navigating misinformation and maintaining genuine human connections. As society adapts, it will be crucial to balance technological advancements with ethical considerations to harness the full potential of synthetic media.

# data[].attributes.attachment_link.title
Synthetic Media Producer: AI-Generated Content in Media and Entertainment

# data[].attributes.attachment_link.description
Synthetic media, powered by artificial intelligence (AI), is revolutionizing the landscape of content creation in the media and entertainment industries. From generating realistic human faces to producing entire video clips and audio tracks, AI-driven technologies are reshaping how media is produced

# data[].attributes.headline
How a virtual avatar became one of Time’s 25 most influential people

# data[].attributes.subject
How a virtual avatar became one of Time’s 25 most influential people

# data[].attributes.body
One unique application of synthetic media is in virtual influencers. These are AI-generated characters who exist only in the digital world but interact with real people via social media platforms. They can have distinct personalities, styles, and even backstories, making them highly engaging and relatable to audiences.
For example, Lil Miquela is a popular virtual influencer with millions of Instagram followers. She collaborates with brands, releases music, and even gets involved in social causes. This combination of AI and social media creates an intriguing intersection of technology and culture, providing new opportunities for brands to connect with audiences and creators to explore storytelling.

For more: Lil Miquela: How a virtual avatar became one of Time’s 25 most influential people - Outside Insight

# data[].attributes.attachment_link.readable_text
What Outside Insight can we glean?

Avatars like Shudu and Lil Miquela aren't built based on assumptions or personal preferences. Their creators understand deeply what's trending right now on a global scale, what millennials are responding to and how to merge these together. They carefully crafted these influencers to resemble a version of the global ideal. From arming comments with hashtags like #BlackLivesMatter to connecting Lil Miquela with popular social causes, like donations to Black Girls Code, these brandfluencatars are solidly stamping themselves as beacons of the liberal millennial generation.

Who should be looking out? Models, influencers, fashion brands and agencies alike - as well as visual artists, AI engineers, CGI experts and more. As brands continue to seek out more 'unique' and international models to make their products stand out, the creators of Shudu and Lil Miquela are offering an answer in the form of a brand new offering. Could this mean a rise in the need for visual engineers and a decline in the market for human models?

To put it into perspective, Lil Miquela was created by a startup that specializes in "robotics, artificial intelligence and their applications to media businesses" - definitively not a fashion company.

Shudu, on the other hand, was created by a fashion photographer. Getting warmer. Wilson, however, built her using a computer program called Daz-3D. "It's not taken very seriously in the digital industry, because it's seen as much more of a hobbyist program," Wilson told Cosmopolitan. "But I think it's a very, very powerful tool."

Viewing Shudu's popularity as a proof point, Wilson has gone a step further in launching an agency called The Diigitals that looks to custom-build avatars like Shudu for luxury fashion brands.

More agencies, like UK-based Irmaz Models, are following suit. Irmaz calls itself an Imagined Reality Modeling Agency. "Brands can specify the look they're exactly after, down to the race, gender and hairstyle," Philip Jay, a former Playboy photographer and founder of Irmaz Models, told CNN. Greater personalization and customization is exactly what brands and consumers alike have been craving.

Adam Rivietz, cofounder and CSO of the influencer marketing company #paid, believes Shudu is just the beginning. He feels that eventually most real influencers will have CGI alter egos which can perhaps do more risque things that might hurt the reputation of their human counterparts.

"I think it's only natural that we will have avatars of ourselves eventually, or characters," he told WIRED.

# data[].attributes.attachment_link.title
Lil Miquela: How a virtual avatar became one of Time's 25 most influential people - Outside Insight

# data[].attributes.attachment_link.description
The fashion world is in the midst of technological disruption as CGI avatars like Shudu and Lil Miquela gain influence as luxury models

# data[].attributes.headline
The Future of Synthetic Media: Transforming Content Creation

# data[].attributes.subject
The Future of Synthetic Media: Transforming Content Creation

# data[].attributes.body
The future of synthetic media is fascinating but also unknown. It has the power to completely transform a number of sectors, including marketing, education, healthcare, and entertainment. But it also poses serious ethical problems, such as plagiarism, deepfake news, job displacement, and privacy issues. It's critical to appropriately manage these potential and hazards as AI develops. Our capacity to use synthetic media's power in a morally and artistically responsible manner will determine its future. It's feasible that in the near future, synthetic media will improve to the point where it will be difficult for us to tell what was produced by humans and what was artificial intelligence (AI). We have to decide if this is an exciting opportunity or a difficult one. In any event, synthetic media will both change and enhance several facets of daily living.

The industry I want to talk about is Gaming where Synthetic Media is usedSynthetic media has a bright future in gaming and has the potential to drastically alter how we play, communicate, and create. Imagine a world in which every game you play becomes uniquely tailored to you, with the plot, characters, and setting changes in real-time based on your tastes, decisions, and skill level. Since the AI that powers the games will learn from you and react to your actions, no two games will be alike.

Synthetic media will be used by game creators to produce characters that are more authentic and lifelike. These AI-powered non-playable characters (NPCs) may converse with you in ways that go beyond pre-programmed answers. They will display feelings, recall previous exchanges, and change as you play, adding to the immersion and significance of the game.

# data[].attributes.attachment_link.title
The Rise of Synthetic Media: Transforming the Future of Creativity and Communication

# data[].attributes.attachment_link.description
The Rise of Synthetic Media: Transforming the Future of Creativity and Communication

# data[].attributes.headline
Synthetic Media: How It Is Being Used Around the World

# data[].attributes.subject
Synthetic Media: How It Is Being Used Around the World

# data[].attributes.body
The use of synthetic media is constantly evolving, offering both challenges and benefits. While concerns around misuse persist, this technology is already making positive impacts in areas like education, healthcare, and entertainment, with further potential to transform industries and support communities.

Supporting Education

Synthetic media is enhancing accessibility in education, with AI-generated audio and caption systems assisting individuals with hearing or visual impairments. Text-to-speech and speech-to-text models help students with special needs to communicate more easily. UNESCO suggests that synthetic media can be used to create lesson plans and quizzes. Moreover, VR and AR technologies enable immersive learning experiences in subjects like history and science.

Improving Accessibility

AI-powered translation services can instantly convert text and speech into multiple languages, breaking down language barriers globally. Real-time transcription and synthetic voices make information more accessible to people with disabilities, transforming communication.

Providing Entertainment

Synthetic media is creating lifelike digital characters and hyper-realistic visual effects in films and TV shows. It is used for de-aging characters, recreating actors’ voices, and blending live-action with CGI, making fantasy worlds more immersive.

Enhancing Healthcare

AI-generated virtual patients offer safe environments for medical professionals to practice complex procedures, improving training and patient care. These simulations mimic a wide range of scenarios, aiding skill development before real-world application.

Advancing Environmental Conservation

Synthetic media supports conservation efforts through AI-powered image recognition and drones to monitor wildlife and detect illegal activities like poaching, aiding in real-time intervention and data collection.

Reference:

SWGfL. (2024). Synthetic media: How it is being used around the world. Retrieved from https://swgfl.org.uk/magazine/synthetic-media-how-it-is-being-used-around-the-world/

# data[].attributes.attachment_link.title
Synthetic Media: How It Is Being Used Around the World

# data[].attributes.attachment_link.description
Find out how synthetic media and the technology used to create it can positively impact society.

# data[].attributes.body
Looking into how synthetic media, which is commonly found as AI-generated content like deepfakes, virtual assistants, and computer-generated actors.

Synthetic media has found growing use in entertainment, marketing, and gaming. Technologies like deep learning, GANs, and natural language processing drive this innovation.

Businesses could use synthetic media for tasks such as generating basic user engagements content, personalizing customer experiences, and automating marketing. While synthetic media offers creative and cost-saving benefits, ethical concerns around misuse, such as deepfakes, remain a challenge. I think regulations are definitely required the regulate the use of synthetic media, as its incredible ease of use and ever growing ability to look and sound more and more realistic could and can pose a problem for things like misinformation campaigns or non-consensual use of real peoples likenesses.

# data[].attributes.attachment_link.title
The Rise of Synthetic Media: From Hollywood to Your Business - A Guide to the Future of Content Creation

# data[].attributes.attachment_link.description
In the age of rapidly advancing technology, synthetic media is a term that has become increasingly relevant, yet remains unfamiliar to many. From deepfakes to virtual assistants like ChatGPT, synthetic media encompasses a broad range of artificially generated content that is designed to mimic the ap

# data[].attributes.headline
The introduction of synthetic Media in News and Media

# data[].attributes.subject
The introduction of synthetic Media in News and Media

# data[].attributes.body
An important part of the automated sports coverage for the Rio 2016 and The winter olympics 2018  was provided by the newspaper Washington post's "Heliograf" bot. In order to assist the publication in covering several events at once, particularly ones that don't get much attention from human journalists, it was made to generate brief articles, descriptions, and social media posts instantly. To provide precise and timely updates, the bot leveraged structured data, including event schedules and scores. It made the opportunity for the Newspaper to expand its coverage, allowing human journalists to concentrate on more intricate and in-depth stories.

Scalability, speed, and precision were among the advantages of Heliograf, which made it a useful tool for covering large-scale, multi-sport events.

In Reference : Kafka, Peter. “The Washington Post Will Use Robots to Write Stories about the Rio Olympics.” Vox, 5 Aug. 2016, www.vox.com/2016/8/5/12383340/washington-post-olympics-software. Accessed 8 Oct. 2024.

# data[].attributes.attachment_link.title
The Washington Post will use robots to write stories about the Rio Olympics

# data[].attributes.attachment_link.description
Woodward, Bernstein ... and Optimus Prime?

# data[].attributes.body
The gaming industry uses synthetic voices and characters to create highly interactive games, with studios like Ubisoft integrating AI-based voice synthesis for NPCs (non-playable characters), enhancing immersion without needing extensive human voice acting.

Hyper-realistic synthetic media will enable not just the authentic recreation of celebrities in video games but also the embodiment of ordinary gamers. As hyper-realistic technology becomes increasingly available and widespread, gamers will have the capability to integrate their hyper-realistic representations into their personalized gaming personas.

References:

Graham, T. (2022, March 3). Gaming: A Synthetic Snapshot - Metaphysic.ai - Medium. Medium; Metaphysic.ai. https://medium.com/synthetic-media/gaming-a-synthetic-snapshot-2ac08ea7a97d

The Future of Gaming: Where Generative AI Meets Gaming Engines! . (n.d.). Www.youtube.com. Retrieved October 7, 2024, from https://www.youtube.com/shorts/rpjyv45RjFQ

Synthetic Media – Types, Application, & Ethical Ramifications - Unite.AI. (n.d.). Www.unite.ai. https://www.unite.ai/synthetic-media-types-application-ethical-ramifications/

# data[].attributes.attachment_link.title
🎮 The Future of Gaming: Where Generative AI Meets Gaming Engines! 🚀

# data[].attributes.headline
The Rise of Artificial Influencers in Synthetic Media

# data[].attributes.subject
The Rise of Artificial Influencers in Synthetic Media

# data[].attributes.body
Artificial influencers, or virtual influencers, are a notable advancement in synthetic media, utilizing CGI, motion capture, and AI algorithms to create characters that mimic human behavior on social media.

Key Aspects:

1. Technological Foundation: These influencers are built using advanced technologies that blend visual effects and artificial intelligence.

2. Content Creation: They generate synthetic content, blurring the lines between human and AI-generated media.

3. Market Impact: Artificial influencers are transforming influencer marketing and opening new avenues for brand engagement.

4. Cultural Significance: They challenge traditional notions of authenticity and identity in the digital space.

5. Ethical Considerations: Their rise raises questions about transparency and the potential for misinformation.

6. Future Implications: As they become more prevalent, artificial influencers may reshape entertainment and consumer interaction in digital environments.

The emergence of artificial influencers highlights the rapid evolution of synthetic media and its implications for digital communication, necessitating ongoing discussions about its ethical and societal impacts.

# data[].attributes.attachment_link.title
The Rise of AI Influencers: Exploring the Future of Social Media

# data[].attributes.attachment_link.description
Discover the top AI influencers shaping tomorrow’s world. Explore insights, trends, and tips for leveraging their impact.

# data[].attributes.body
Adobe has a creative suite of several apps with photoshop being one of them. They have introduced generative fill which uses their Adobe Firefly Image 3 Model. Through a text prompt users can conceptualize creative ideas, make refinements or edits to their images. A future scenario would be using this generative fill to create “real” images which did not exist or actually happen. For example, if a group of people are unhappy with decisions from the government and choose to peacefully protest, someone can capture the protest action and use the generative fill to alter the image and create anything. Could probably make it appear more violent to push a certain agenda. On the other hand it does have benefits when used creatively. Artists can save time refining images, cut out unwanted elements and explore ideas. One of its limitations is the quality of its output. The images can only be saved at a resolution 1024px which is not of a professional standard. From the perspective of an artists their day to day life of being a creative is enhanced significantly but non-creatives would be affected by the constant worry of “cheapfake”, this is when images are altered with the intent to deceive such as face swapping. And in the era of social media where an enormous amount of image data exists I think it can become problematic for everyone.

# data[].attributes.attachment_caption
Synthetic media is becoming more sophisticated but still has imperfections.

# data[].attributes.headline
Evolvement, Impact & Future Outlook of Synthetic Media

# data[].attributes.subject
Evolvement, Impact & Future Outlook of Synthetic Media

# data[].attributes.body
Evolvement of Synthetic Media

Synthetic media, which emerged from early image editing and CGI advancements, has rapidly evolved due to powerful AI systems and deep learning. Deep learning enables AI to process vast datasets, allowing the creation of highly realistic content such as paintings, face swaps, and voice simulations. This technology is now widely used in videos, games, and virtual reality.

Impact on Society

Synthetic media is reshaping creative industries by boosting efficiency and expression. However, its misuse poses serious threats. Deepfakes, non-consensual intimate content, and online scams are increasingly prevalent, undermining trust online. A notable concern is the exposure of young people to deepfake scams and harmful content. Governments and organizations are now responding to these risks by considering regulatory measures.

Future Outlook

Synthetic media is growing more advanced, though it still has some imperfections, like subtle distortions or an unnatural quality. As algorithms continue to improve, these issues will fade, making it harder to distinguish synthetic content from reality. Efforts are underway to label AI-generated content and introduce legal frameworks to prevent abuse, ensuring ethical use of this rapidly advancing technology.

Reference: https://swgfl.org.uk/magazine/synthetic-media-a-brief-overview/

# data[].attributes.body
Future Scenarios of Synthetic Media

1. Entertainment: Imagine a world where every movie, song, or game is crafted just for you. AI could generate personalized content based on your tastes, but while this sounds amazing, it might also mean fewer shared experiences. Remember those days when everyone talked about the same hit show? That could become a thing of the past.

2. Trust Issues: With the rise of deepfakes—videos or audio that convincingly mimic real people—it might get harder to figure out what’s real. This could lead to misinformation and a growing distrust in media. We’ll need to become savvy consumers, relying on new tools to verify what we see and hear.

3. Workplace Changes: Picture virtual AI avatars joining meetings or assisting customers, making interactions smoother and faster. While this could save time, it might also make our work environment feel less personal, leaving us longing for that human touch.

Industries Embracing Synthetic Media

1. Fashion & Retail: Brands like Balmain and Prada are using AI-generated models for their ads, and influencers like Lil Miquela are taking social media by storm. Companies like Nike let you visualize custom shoes in real time, making shopping feel more tailored to you.

2. Film & Entertainment: Imagine watching a movie where the characters respond to your emotions! AI is helping create digital actors and personalized recommendations, making your viewing experience more interactive and engaging.

3. Music: Platforms like AIVA are producing unique soundtracks just for you, while virtual stars like Hatsune Miku are redefining concerts and performances.

4. Journalism: News is becoming more automated, with AI writing stories and even delivering them through digital anchors. This means faster updates, but we’ll need to ensure the information is accurate.

5. Healthcare: Virtual assistants like those from Babylon Health provide medical advice right at your fingertips, while AI simulations help train healthcare workers in realistic scenarios.

6. Marketing: Think of brands using AI-generated characters to connect with you. Companies like KFC have created synthetic versions of iconic figures to engage consumers in fresh, creative ways.

7. Education: AI tutors and virtual lab simulations are crafting personalized learning experiences, making education feel more interactive and tailored to individual needs.

8. E-commerce: Imagine having a virtual assistant that understands your preferences and guides you through online shopping. That’s becoming a reality with brands like H&M and Sephora.

Benefits of Synthetic Media

Efficiency: AI can churn out content quickly and affordably, giving small creators a fighting chance and enriching our choices.

Personalization: Everything from your social media feed to the ads you see could be perfectly tailored to you, enhancing your online experience.

Creativity: For artists, AI could be like having a creative partner, allowing them to explore new ideas and refine them with their unique flair.

Limitations and Concerns

Ethics & Trust: As we see more hyper-realistic fake content, issues around privacy and misinformation become pressing. It raises the question: how can we trust what we see?

Job Impact: While AI can streamline tasks, it may also displace some creative roles. It’s unlikely that human creativity will disappear, but the landscape is shifting.

Quality Control: There’s a risk that the sheer volume of AI-generated content might lead to generic experiences that lack depth and emotional connection.

Everyday Life Impact

Work: More AI assistants in the workplace could make processes smoother, but we might miss the warmth of human interaction.

Shopping: AI could change how we shop, with virtual models showing off clothes that fit our exact style and recommendations that feel personal.

Misinformation: With the rise of synthetic media, we’ll need to be more discerning consumers, seeking trusted sources to cut through the noise.

Entertainment: Imagine characters in your favorite shows responding to your mood in real time! AI-generated experiences could blur the lines between traditional media and interactive entertainment, making storytelling more immersive than ever.

# data[].attributes.headline
The Rise of Synthetic Media: Impacts on Society, Industries, and Daily Life

# data[].attributes.subject
The Rise of Synthetic Media: Impacts on Society, Industries, and Daily Life

# data[].attributes.body
Future scenarios that are expected to occur with the rise of synthetic media, powered by generative AI models, include:

1. False information and public confidence

AI-generated deepfakes are one type of synthetic media that can propagate false information and undermine public confidence in digital material. Deepfakes, for instance, that use edited audio or video samples to target political personalities have the potential to mislead the public and affect political results. The document emphasises how political AI-generated media, particularly videos, are still frequently utilised to create deepfakes with significant effects on public opinion, even in the face of the growth of non-political synthetic content (Corsi et al., 2024). It is anticipated that this trend will continue, making it harder for societies and governments to protect citizens from misinformation.

2. Effect on Businesses and Industries

Synthetic media is already used in a number of areas, such as journalism, marketing, and entertainment. Artificial intelligence (AI) models such as Midjourney and Stable Diffusion have been utilised to produce artistic and musical content, thereby obfuscating the distinction between human and machine-generated creativity. Artificial intelligence (AI) techniques becoming more widely available could revolutionise industries like:

Entertainment: AI can more affordably create lifelike characters and settings for movies and video games.

Marketing: By using AI-generated personas to create personalised ads, businesses may boost customer engagement.

News and Journalism: AI can help create content, but it can also contribute to the dissemination of false information. This was demonstrated by the widely circulated photo of Pope Francis wearing a puffer jacket, which deceived a lot of people (Corsi et al., 2024).

3. Everyday Effect

The impact of synthetic media on day-to-day living is probably not uniform.

A Rise in Scepticism Public confidence in visual and auditory media may decrease as more people become aware of deepfakes, leading some to doubt the veracity of even authentic information (Corsi et al., 2024).

Convenience in Content Creation: On the plus side, AI may help humans with both personal and professional duties, such making presentations or visual content for social media.

Risks of Social Manipulation: It's easy to create synthetic media, which creates moral questions. Through produced films or audio samples, nefarious or politically motivated individuals could sway public opinion and fuel societal instability or the propagation of incorrect information (Corsi et al., 2024).

In the end, synthetic media offers both advantages and disadvantages. Although technology presents fresh opportunities for productivity and creativity, it also runs the risk of eroding confidence in digital data.

Reference : https://misinforeview.hks.harvard.edu/wp-content/uploads/2024/06/corsi_synthetic_media_20240603.pdf

Corsi, G., Marino, B., & Wong, W. (2024). The spread of synthetic media on X. Harvard Kennedy School Misinformation Review. https://doi.org/10.37016/mr-2020-140

# data[].attributes.headline
Benefits: Synthetic technology for Film industry. 

# data[].attributes.subject
Benefits: Synthetic technology for Film industry. 

# data[].attributes.body
If someone asked me what was your favourite movie, I definitely say it is Gladiator. I saw the film over than 20 times and remember most of theme and words. However, I did not recognize they used synthetic technology for Mr. Oliver Reed as he passed away before completing the film, so the filmmakers used CGI and digitally clone technology for his remaining scene. In addition, I happy to hear that the director in Gladiator embraced advanced artificial intelligence and computerization to bring specific aspects of the film to life. A key example is the creation of a highly realistic two-ton rhino, which is featured in an action-packed arena scene. The AI was used to replicate the intricate details of the rhino's physicality, ensuring it moves realistically, charges at high speeds, and interacts with the environment​. If we apply this technology to film industry, I think positives can overwhelm the minority of negatives.

# data[].attributes.attachment_link.title
Gladiator 2 Is Using Plenty Of AI, And Yes That Two-Ton Rhino Is Involved: ‘You Have To Embrace It’

# data[].attributes.headline
Synthetic Media-Benefits, Challenges and Best Practices

# data[].attributes.subject
Synthetic Media-Benefits, Challenges and Best Practices

# data[].attributes.body
Synthetic media refers to media content that is artificially generated or manipulated by machines, primarily using artificial intelligence (AI) and deep learning. This technology allows for the creation of text, audio, images, and videos with minimal human input, achieving a high degree of realism and immersion. Examples include AI-generated music, text, deepfakes, and even digital avatars​.

Advantages of Synthetic Media:

1. Speed and Scalability: Synthetic media can be created rapidly with minimal human involvement, allowing for faster content production.

2. Cost-Effectiveness: It reduces the need for expensive resources like actors, photographers, or sound engineers, providing businesses with affordable alternatives.

3. High Versatility: It can be applied across multiple platforms, such as virtual reality (VR), augmented reality (AR), websites, and digital games, providing creative flexibility.

4. Customization: Synthetic media allows content to be tailored to different audiences, making it adaptable for global markets or personalized marketing campaigns.

5. Accessibility: Synthetic media operates 24/7, providing continuous engagement opportunities with customers​(Synthetic Media).

Disadvantages of Synthetic Media:

1. Trust Issues: Synthetic media, especially deepfakes, can be used to spread misinformation, erode trust, and manipulate public opinion.

2. Security Risks: There are concerns about synthetic media being used to bypass security systems, such as facial or voice recognition, compromising personal data.

3. Ethical Concerns: There is a perceived lack of human artistry in AI-generated content, and the misuse of these technologies can lead to social and legal challenges.

4. Uncanny Valley Effect: AI-generated media can sometimes fall into the "uncanny valley," where content looks almost real but unsettling, leading to user discomfort​(Synthetic Media).

Best Practices for Using Synthetic Media:

1. Data Assessment: Ensure that the data used to generate synthetic media is accurate and relevant to avoid misrepresentation.

2. Ethical and Legal Compliance: Organizations must prioritize ethical considerations, ensuring transparency in the use of AI to build trust.

3. User-Centric Design: Focus on how actual users will interact with the content, ensuring that the output aligns with audience expectations.

4. Continuous Monitoring: Track and evaluate the results of synthetic media content regularly to ensure accuracy, security, and effectiveness​(Synthetic Media).

By adhering to these best practices, businesses can leverage synthetic media to enhance creativity and engagement while minimizing potential risks.

Referenece: https://learn.g2.com/synthetic-media

# data[].attributes.headline
Synthetic Media: Future Scenarios, Industries, and Impact

# data[].attributes.subject
Synthetic Media: Future Scenarios, Industries, and Impact

# data[].attributes.body
Artificial intelligence (AI) generates or alters information such as text, photos, videos, and audio, known as synthetic media. As AI progresses, the potential to generate lifelike media opens up a plethora of opportunities across industries.

Future Scenarios for Synthetic Media:

Entertainment and content creation: AI-generated films, virtual influencers, and hyper-realistic avatars may become mainstream. Content production could become faster and cheaper, allowing creators to push the frontiers of storytelling without relying heavily on human participation.

Education: Virtual tutors or AI-generated educational films have the potential to serve students throughout the world with individualized learning experiences. Synthetic media could be added to digital simulations or virtual reality environments to improve immersive learning.

Marketing and advertising: Companies might use synthetic influencers or brand ambassadors to market their products. These virtual creatures would be personalized for specific target demographics, resulting in more engaging and relatable marketing efforts.

News and Journalism: Artificial intelligence could be used to make automated news stories that provide up-to-date information immediately. However, this raises questions about the validity of media, as synthetic news could be used to spread falsehoods.

Industries Incorporating Synthetic Media:

Film and animation: Companies such as Lucasfilm and Disney are already using synthetic media to replicate younger or deceased characters in movies. This opens up new creative possibilities while also raising ethical considerations regarding permission and performance authenticity.

Gaming: Video game makers employ synthetic media to create lifelike characters and landscapes. AI-powered speech synthesis allows characters to come to life more naturally than ever before.

Healthcare: AI-generated synthetic medical data can be utilized for research and training, allowing healthcare workers to replicate unusual illnesses and therapies without relying on actual patient data.

Potential Benefits:

Efficiency and Cost Reduction: Synthetic media improves efficiency and lowers the cost and time required to create content. AI, for example, can generate text summaries, captions, or complete articles automatically, thereby increasing production efficiency.

Personalization: AI-generated content can be personalized to specific user preferences. Streaming services, for example, may utilize AI to create personalized show trailers based on a user's preferences.

Accessibility: Synthetic media can help people with disabilities by creating AI-powered captions or audio descriptions for video content.

Creativity Enhancement: AI can help creators explore new artistic ideas that would be too time-consuming or technically difficult for humans to do alone.

Limitations:

Ethical Concerns: Synthetic media can be used to produce deepfakes, deceptive movies, or changed photos that convey misinformation. These create issues of trust and authenticity in the digital era.

Job Displacement: As AI becomes more involved in content creation, industries such as journalism, animation, and marketing may experience a shift in job demands, with certain professions being replaced by automated systems.

Lack of Human Touch: Although synthetic media can mimic human expressions, it may lack the emotional depth, delicacy, and inventiveness that genuine human producers offer to their work.

Privacy and Consent Issues: The ability to create lifelike digital representations of people without their permission raises significant ethical and legal concerns.

Impact on Day-to-Day Life:

Social Media: With virtual influencers and synthetic media-driven content, social media users may interact with AI-generated personas rather than real individuals. This can make it difficult to distinguish between fact and fiction.

Personal Relationships: Virtual companionship, such as AI-powered buddies or aides, may become more widespread, altering how we connect with others on a regular basis.

Workplace Dynamics: AI-generated reports, marketing materials, and content production may minimize the need for human intervention in some professions, rendering some positions obsolete and creating a demand for new skills in AI administration and oversight.

Real-Time Case Study: Synthesia

Synthesia is an AI video production platform that lets users make videos with synthetic avatars. It uses AI to generate lifelike digital characters who speak in a variety of languages and dialects, making video production quick and easy without the need for cameras, performers, or facilities.

Companies, for example, employ Synthesia to generate AI-powered training films and targeted marketing content. This allows businesses to create high-quality movies fast and affordably, even in several languages.

Benefits of Synthesia:

Cost-Effective Video Production: Minimizes the need for costly equipment and actors.

Scalability: It is simple to develop material for global audiences by deploying AI-generated avatars that talk in multiple languages.

Personalization: Using AI characters, brands may generate bespoke marketing messages that appeal to specific demographics.

# data[].attributes.attachment_link.title
Synthesia: #1 AI Video Platform for Business

# data[].attributes.attachment_link.description
Create AI generated videos from text with the most advanced AI avatars and voiceovers in 160+ languages. Try our free AI video generator now!

# data[].attributes.headline
Virtual Influencers? Are we seriously liking them?

# data[].attributes.subject
Virtual Influencers? Are we seriously liking them?

# data[].attributes.body
Thanks to the steady popularity of influencer marketing and rapid advancements in AI and metaverse technology, virtual influencers are the new social media superstars. These computer-generated personalities function much like real human influencers: posting selfies, sharing content from their day-to-day lives, and partnering with major companies for branded deals. The difference? They don't exist in the physical world. But are virtual influencers a trend with real staying power, or more of a novelty for brands looking to cut through the noise of an increasingly crowded social media landscape? Recent developments in today's media also concern the creation of synthetic personalities, mainly in the role of virtual influencers. Just like human personalities, they are created for maximum audience impact.

Why are we choosing Virtual Influencers? Let us Focus on the benefits.

Influencer marketing and AI are two huge trends that are quickly taking over the marketing industry. In a Q3 2023 Sprout Pulse Survey of 307 US-based social marketers, 81% said influencer marketing is an essential part of their overall social media strategy. As per Sprout Social Index found that 81% of marketers say AI has had a positive impact on their work. But what happens when you combine the two? Here are a few of the most significant benefits of partnering with virtual influencers.

·       Control over content

Brands who want to get across a certain message or have a specific point to make with an influencer partnership have a different level of control over content with virtual influencers. Having more control over what an influencer posts can be appealing to some brands with a very specific message to share.

·       Adaptability

Virtual influencers never age, can speak any language and can ‘travel’ to any place. This level of adaptability and flexibility means brands can potentially use one virtual influencer for campaigns in different regions instead of finding different influencers for various markets.

·       Consistency

Unlike human influencers whose brands might evolve as they age or enter different life phases, virtual influencers have a consistent appearance, personality and content. This stability means brands don’t have to worry about unexpected shifts and can rely on a virtual influencer to promote their offer in a predictable way.

Final Question: Would the virtual replace the human?

For now, the relationship between virtual and human influencers seems more poised for coexistence than a total replacement. Yet,virtual influencers cannot connect with people the way a real person can-albeit it is hard to say how this may change in the future.

To human content creators, virtual influencers are at once inspiration and foil-a new sort of competition that's upending how to be creative and influential online. Human creators will have to learn to work with them-or at least alongside them, where possible.

I came across this best line on LinkedIn Lately: "Human skills are irreplaceable." Certainly, we all agree on this.

Reference; https://sproutsocial.com/insights/virtual-influencers/

# data[].attributes.headline
The Future of Synthetic Media: Transforming Industries and Daily Life

# data[].attributes.subject
The Future of Synthetic Media: Transforming Industries and Daily Life

# data[].attributes.body
With synthetic media getting better and better, their impact will likely extend even further into other diverse industries, defining new paradigms in how people use technology for entertainment and even to communicate with one another. Thus, the possible future scenarios may be:

1. Hyper-Personalized Content: Synthetic media might enable a very intimate level of entertainment in the near future, such as movies, video games, or even music. For example, AI-generated movies could include personalized storylines or characters based on user inputs. Similarly, virtual influencers and AI-driven characters would offer personalized interactions to make media consumption more personalized and immersive.

2. Interactive Marketing and Advertising: Synthetic media can be a game-changer in advertising, with AI-generated and hyper-targeted ads to be tailor-made for each consumer. AI avatars would be able to become virtual brand ambassadors by interacting with each consumer in real time, while virtual product demonstrations would supplant the traditional ad format.

3. Better Virtual Experiences: Synthetic media is bound to be part of the future in both virtual and augmented reality. Synthetic media allows for more immersive experiences due to AI-created photorealistic environments where users can engage themselves in lifelike simulations for gaming, training, or education.

4. AI-Generated News and Media Content: News organizations are going to use more and more AI in producing articles, videos, and reports. While this might speed up the production of content, on the other hand, it may have strong implications for misinformation and the lack of human judgment in journalism.

5. AI-generated Creative Arts: Writers, artists, and musicians collaborating with AI to create an art form combining human creativity with machine-picked patterns and insights will present a new genre of art using synthetic media.

Industries and Companies Incorporating Synthetic Media

Following are various industries already reaping the benefits of synthetic media, and some leading companies experimenting with it:

1.  Entertainment:

·      Netflix and Disney: Both companies are employing AI-generated characters and deepfakes for movies and shows. Deepfake technology allows filmmakers to create realistic digital replicas of actors or bring characters back to life.

·      YouTube: One can notice that virtual influencers and content creators are trending upwards. Thereby, a virtual influencer, Lil Miquela, has gained quite a following. Virtual influencers host shows, communicate with the viewer, collaborate with other brands-just like any influencer in real life.

2.    Advertising:

·    Coca-Cola and Nike: Each has used Synthetic Media in marketing. Each of these companies has created AI-generated ads and virtual try-ons and avatars to interface with customers.

·    Synthesia: This company focuses on AI-powered video content. It helps enterprise customers create professional videos by leveraging synthetic media, with no need to hire actors or studios.

3.    Education and Training:

·      Online learning platforms like Coursera and so on develop AI-powered teaching assistants or virtual instructors created using synthetic media. Such virtual tutors can be personalized based on the requirement of individual students, providing personalized feedback and explanation.

·      STRIVR: Leading company so far in the use of synthetic media for VR training simulations in retail, health, and sports.

4.    Healthcare:

·      AI-powered Simulation of Patients: Artificial media finds one of its major applications in the field of medical training. It's being used to simulate patients and medical situations which might arise and enable doctors and all other medical staff to exercise procedures in a virtual environment.

Potential Benefits of Synthetic Media
1. Efficiency and Cost Savings: Synthetic media will save many costs that were earlier involved in content creation-for example, filmmaking and advertising. There is no need for expensive sets and actors or physical material.

2. Personalization: AI-generated media provides enormous opportunities for personalization of experiences to user preference, thereby making consumption more relevant and engaging.

3. Scalability: With synthetic media creation, companies are able to scale the creation of content much faster. For example, brands can create a mass of video ads or interactive pieces of media that are personalized with just the click of a button.

4. Access and Inclusion: Synthetic media can produce content in many different languages, can make assistive technologies for people with disabilities, or can create experiences which are otherwise inaccessible. Virtual tours let you "visit" places too far away to travel to.

5. Creative Augmentation: AI can help humans to be more creative by suggesting patterns, designs, or storylines that would never have been thought of otherwise. This will help artists, musicians, and writers push the boundaries of their art.

Synthetic Media Limitations
1.Misinformation: Deepfakes or AI-generated media could be utilized in presenting fake news, manipulating public opinion, or misinforming many people. It will increasingly be difficult to tell whether a synthetic medium is fake or not.

2. Quality control: while AI-generated content saves time and basically increases productivity, it may lack the depth, emotional nuances, or quality in storytelling emanating from human creativity. It comes off "generic" in creation with little human sense.

3. Job Displacement: Whenever AI performs the creation of content, there is a possibility of job displacement in journalism, marketing, and entertainment industries, as human labor gets taken over by automation.

4. Privacy Issues: The more personalized the synthetic media becomes, the more heated the debates over data privacy will be. AI-driven content is often made from large batches of personal data to curate experiences, often raising ethical and privacy concerns.

5. Addiction and Overreliance: Immersive synthetic media experiences can lead to overdependence on virtual interactions, exacerbating issues related to escapism, social isolation, or addictive behaviors concerning virtual worlds.

Impact on Day-to-Day Life
1. Hyper-personalised Entertainment and Advertising: Consumers would deeply experience tailored entertainment and advertising; this would have higher relevance but maybe low in serendipity or content discovery.

2. Virtual Communication: From communications with virtual influencers to digital assistants, having virtual conversations with avatars designed by AI or synthesized through synthetic media, and even virtual colleagues, communication would be productive but not personal anymore.

3. Education and Training: AI-powered tutors, along with synthetic media, can provide personalized learning experiences. This might enhance the flexibility and accessibility of education but possibly reduce human interaction in learning contexts.

4. Consumer Trust: With the spread of deepfakes and AI-generated content, it may be even more difficult to discern between real and synthetic media. It could create a problematic situation of trust in news, social media, and advertising.

5. Creative Collaboration: Many of the more creative tasks in the near future will be done in collaboration with AI. It is easy for non-professionals to produce high-quality material with the help of AI, but the value of hard-learned skills in writing, art, and design will decrease.

# data[].attributes.headline
The Benefits and Challenges of Synthetic Media

# data[].attributes.subject
The Benefits and Challenges of Synthetic Media

# data[].attributes.body
Synthetic media is set to transform our world by making content creation accessible to everyone, enabling the production of personalized media and hyper-targeted advertisements. In entertainment and gaming, we could see dynamic storylines that adapt to players’ choices, while AI tutors may provide customized learning experiences. However, the rise of deepfakes will challenge our ability to distinguish real from synthetic content, raising concerns about misinformation. AI-generated companions could offer emotional support, and artists might collaborate with AI to explore new forms of creativity. As this technology evolves, new regulations will likely emerge to address ethical concerns, while merging synthetic media with virtual and augmented reality could lead to immersive experiences. Overall, while the potential benefits are significant, we must also navigate the ethical and societal challenges it presents.

1. Fashion and Retail:

• Zalando is shaking up the online shopping experience by using virtual models and AI-generated fashion shows. This allows customers to see how outfits would look on models that resemble their own body types, making it easier to find the perfect fit without trying anything on in person.

2. Music:

• AIVA (Artificial Intelligence Virtual Artist) is changing the way music is created. This AI can compose original soundtracks tailored for various uses, whether for a film, a video game, or an advertisement, giving creators a new tool to enhance their projects with unique music.

3. Education:

• Khan Academy is making learning more engaging and personalized by using synthetic media to create interactive videos. These videos adapt to different learning styles, providing a more customised educational experience for students, helping them grasp concepts at their own pace.

Benefits:

1. Personalization: Synthetic media allows us to experience content that feels custom-made for us, whether it’s ads that match our interests or educational resources that cater to our learning style.

2. Cost and Time Efficiency: Businesses can create high-quality content faster and at a lower cost, which means they can focus more on creativity and less on logistics.

3. Creative Opportunities: Artists and musicians can team up with AI to explore new forms of expression, leading to exciting collaborations and innovative art that we may not have seen before.

4. Accessibility: Synthetic media makes it easier for people to access information, breaking down language barriers with translations and providing different formats for learning.

5. Improved Learning: In education, we can expect more engaging and interactive experiences that make it easier to understand complex topics.

Limitations:

1. Ethical Concerns: The rise of synthetic media brings up important questions about consent and the potential for misuse, like deepfakes that can mislead people.

2. Quality Control: While AI can produce content quickly, it doesn’t always match the quality of human-created work, which can lead to confusion or misinformation.

3. Dependency on Technology: Relying too much on synthetic media might make us less skilled in traditional forms of creativity and communication.

4. Misinformation: With the ability to create realistic fake content, distinguishing fact from fiction will become even more challenging.

5. Job Displacement: As AI takes on more content creation tasks, there’s a risk of job losses in traditional media and creative fields, which can be concerning for many workers.

Daily Life Impact:

• Media Consumption: We’ll likely consume more personalized content, but we’ll also need to become savvier in spotting what’s real and what’s synthetic.

• Social Interactions: AI-generated companions or influencers might change how we connect with others, offering new forms of companionship while also raising questions about the authenticity of those interactions.

• Learning and Work: Enhanced educational tools could lead to better learning experiences, and workplaces may adopt AI-generated content to improve communication and training.

• Creative Expression: Many people may discover new ways to express themselves through collaborations with AI, leading to fresh and innovative art and music.

In short, while synthetic media has the potential to enrich our lives with personalised content and new creative avenues, it also comes with challenges that we’ll need to navigate carefully to ensure it benefits society as a whole.

# data[].attributes.headline
Revolutionizing Learning: The Impact of Synthetic Media in Education

# data[].attributes.subject
Revolutionizing Learning: The Impact of Synthetic Media in Education

# data[].attributes.body
Synthetic media is progressively revolutionizing education by providing new and engaging learning opportunities. I think one of its primary advantages is the capacity to customize material to different methods of learning and paces, that may improve understanding and retention. Integrated techniques such as virtual reality (VR) and augmented reality (AR) capture the curiosity of learners far better than traditional approaches, making educational experiences entertaining and interesting.

Furthermore, synthetic media provides immersive experiences in disciplines including science and healthcare, encouraging students to use their abilities within a secure setting. It additionally improves accessibility for different learners by offering AI-generated subtitles and audio details to satisfy a variety of demands. Furthermore, the financial viability of synthetic media minimizes the costs that accompany real assets and resources while enabling worldwide cooperation and distant learning. Synthetic media has the potential to change education by enabling scalable content generation and increased feedback systems, preparing students for a fast changing environment.

But there are problems associated with integrating synthetic media as well. A number of substantial concerns over the veracity of material produced by AI, possible disinformation, and the moral consequences of employing synthetic materials. Furthermore, an over-reliance on technology may result in a decline in traditional educational abilities, and issues with equitable access to the resources and tools required may arise.

# data[].attributes.attachment_link.title
Synthetic Media in Education: Opportunities and Risks of AI Generated Learning Content | E-SPIN Group

# data[].attributes.attachment_link.description
The use of synthetic media in education are of both opportunities and risks, rising debates in the industry of its relevant and benefits.

# data[].attributes.body
You might think we're just regular people, that AI doesn't have to imitate us, that there's no value worth imitating. But by 2024 AI is already more ahead of its time than we thought, including video, image and audio content. Not only is this technology causing confusion, skepticism and the spread of misinformation, but it also poses a threat to privacy and security. Cybercriminals are able to convincingly impersonate anyone and can therefore orchestrate phishing scams or identity theft operations with astonishing accuracy. In one recent incident, cybercriminals impersonated a company's CFO and other colleagues at a Zoom conference. The orchestrated scam resulted in a $25 million loss.

As you can also see from this video, technology is getting so advanced that we can't tell the difference with the naked eye, which can be very harmful to property and personal privacy.

https://www.youtube.com/watch?v=S951cdansBI

https://innovating.news/article/synthetic-media-deepfakes/

# data[].attributes.attachment_link.title
Deep Fakes are About to Change Everything

# data[].attributes.body
Synthetic media, created by a combination of AI and digital technologies, holds great transformative potential across industries. By manipulating data to generate hyper-realistic images, videos, audio, and even text, synthetic media is already changing how we interact with content. Future scenarios could range from revolutionized entertainment and communication to ethical dilemmas in misinformation and privacy.

1. Entertainment Industry: The most evident effect will be in the entertainment sector. Synthetic media means companies will be able to create hyper-realistic digital actors. Studios are capable of resurrecting actors long gone, including the creation of entirely new characters. Scripts and stories generated via AI may soon be commonly seen, meaning cheaper, faster content produced. Companies like Lucasfilm, through their use of AI de-aging technology in films such as Star Wars, show what this revolution currently looks like. In the future, virtual actors could star in films without human counterparts, pushing creative boundaries further.

2. Personalized Marketing and Advertising Brands are increasingly leveraging synthetic media to create personalized ads. AI can generate an ad in a custom video or audio for the target individual, providing an incredibly engaging and personalized user experience. Nike and Coca-Cola have utilized AI-driven synthetic ads that dynamically change based on viewer preferences to increase the relevance of their marketing campaigns. Someday, we could find brands using AI-generated influencers to connect with audiences.

3. Education and Training: Synthetic media might revolutionize education by facilitating immersive simulations and interactive learning. Teachers can recreate virtual AI-generated environments in which students engage with virtual tutors or historical figures. For instance, Duolingo has started using AI-generated conversations in its language-learning app, offering realistic speaking exercises for learners. Other future uses could include the generation of personalized educational modules tailored to meet the learning style of each individual student.

4. Gaming: Companies such as Epic Games and Unity use AI to create hyper-realistic environments and characters for games, promoting better immersion among players.

Possible Benefits

Efficiency and Economy at Work: Synthetic media can automate labour-intensive tasks, such as content creation and advertising, significantly reducing production costs and timelines.

Customization: AI can offer highly personalized experiences for users across various verticals-from entertainment via education to healthcare-improving their engagement level and satisfaction.

Immersive Experience: The synthetic media gives hyper-realistic simulations for training, entertainment, or virtual environments, hence making those experiences even more immersive and interactive.

Limitations and Challenges

Misinformation: It's a deepfake world where AI will generatively produce convincingly fake videos or audio of people-a serious test of trust in media. Some plausible scenarios include misinformation, fraud, and character assassination.

Ethical and Legal Issues: Synthetic media creates ethics and legal concerns regarding privacy, consent, and intellectual property by recreating an image or voice of anyone without permission.

Dehumanizing: Considering domains of amusement and social networking, this may render human beings as uncreative or may isolate them from genuine human contact.

Impact on Day-to-Day Existence

As the capabilities of synthetic media continue to improve, distinguishing between reality and fabrication will become increasingly difficult, which will erode trust in media and personal interaction. The conventional ideas about friendship and relationship may change with the potential rise of virtual companions and AI-driven social interactions, shaping the way people connect and communicate.

REFERENCES:

1. https://jarnoduursma.com/spreker/1-synthetic-media/#:~:text=Synthetic%20media%20will%20make%20it,matching%20his%20or%20her%20profile.

2. https://www.synthesia.io/post/the-future-of-synthetic-media

3. https://elai.io/synthetic-media

4. https://link.springer.com/article/10.1007/s11098-023-02062-x

ANGEL MARIA JOHNS

1650893

# data[].attributes.headline
The AI Behind Virtual Influencer Lil Miquela

# data[].attributes.subject
The AI Behind Virtual Influencer Lil Miquela

# data[].attributes.body
The entertainment, marketing, and educational sectors are about to undergo a radical transformation thanks to synthetic media, which is driven by AI-generated content like deepfakes, virtual influencers, and AI-written articles. Synthetic media is already being used by brands like Epic Games and Calvin Klein in their campaigns and products. In the future, performers may be replaced by hyper-realistic avatars, and AI-generated content tailored to each individual will likely be used in advertising and education. Increased accessibility, more tailored experiences, and content creation efficiency are some of the advantages. Significant restrictions do exist, though, including the possibility of false information spreading, moral questions about content ownership, and the possibility of job displacement in the creative industries. Synthetic media could improve personalized services and entertainment as it becomes more integrated into daily life, but regulatory frameworks are also necessary to prevent misuse, such as deepfake fraud or privacy issues.

Lil Miquela is a well-known example of synthetic media. She is a virtual influencer made by the software startup Brud. Lil Miquela is an AI-generated persona that looks lifelike and has a lot of social media following. She interacts with fans, promotes Calvin Klein and Prada, and even puts out music. She interacts with millions of followers while not being a real person, obfuscating the distinction between digital fiction and reality. The potential of AI-driven marketing is demonstrated by this usage of synthetic media, which enables brands to build distinct, controllable personalities that can push items around-the-clock without the hassles of hiring human influencers.

Ref: https://www.cut-the-saas.com/ai/the-ai-behind-virtual-influencer-lil-miquela

# data[].attributes.body
Synthetic media, generated by AI, encompasses images, videos, audio, and text, allowing for creative and knowledge-based content production without traditional human tools. By using prompting to communicate intentions, AI can produce outputs similar to those created by humans, enhancing productivity. In enterprise settings, tools like Videate streamline video production for customer support, improving onboarding and reducing time to value. However, human oversight remains essential to ensure accuracy and prevent errors, biases, and misuse, thereby combining efficiency with trustworthiness.

# data[].attributes.attachment_link.title
Prompting the Future: Synthetic Media Transforms Creative and Enterprise Outputs

# data[].attributes.attachment_link.description
Elizabeth Wu, MBA candidate at Northwestern Kellogg School of Management, Tensility Intern Armando Pauker, Tensility Venture Partners Wayne Boulais, Tensility Venture Partners Synthetic media refers to any type of media – such as images, videos, voice/audio, and text – that is generated by artificia

# data[].attributes.headline
Benefits, Limitations of Synthetic Media and How it affect our life

# data[].attributes.subject
Benefits, Limitations of Synthetic Media and How it affect our life

# data[].attributes.body
With the rise of synthetic media, content generated or altered by artificial intelligence, such as deepfakes, virtual influencers, and AI-generated art, we can anticipate significant shifts across various industries. In entertainment, for example, AI-driven characters and narratives may become more prevalent, allowing studios to create customized content for individual viewers. Companies like Reface and Synthesia already leverage synthetic media for creating personalized videos and virtual characters in marketing and training scenarios. In marketing and advertising, virtual influencers like Lil Miquela (a computer-generated character) represent a growing trend, enabling brands to build engagement in innovative ways. Moreover, synthetic media can revolutionize fields like education, allowing for personalized learning environments and dynamic content tailored to individual learners.

The benefits of synthetic media are substantial. It offers cost efficiency, as AI can automate content creation, reducing the need for large production teams. It also allows for customization and personalization, providing users with content that is specifically relevant to their interests. For example, AI-generated news anchors like Xin Xiaomeng in China can deliver tailored news updates. In addition, it can improve accessibility for people with disabilities by generating media in various formats, from audio descriptions to virtual sign language.

However, synthetic media also presents challenges. A major concern is misuse, particularly in the form of deepfakes, where individuals' faces or voices are manipulated, potentially leading to disinformation or personal harm. Issues of authenticity and trust may arise, as distinguishing between real and AI-generated content becomes more difficult. Legal and ethical frameworks around consent, intellectual property, and misinformation are still developing.

In terms of day-to-day life, synthetic media could fundamentally change how we consume content, interact with brands, and engage with the world around us. Personalized AI-generated entertainment, educational materials, and even social interactions could become commonplace, potentially blurring the lines between reality and virtual experiences. However, navigating the ethical and social implications of this technology will be crucial to ensuring its responsible use.

Sources:

1.      https://reface.ai

2.      https://www.synthesia.io/

3.      https://www.virtualhumans.org/human/miquela-sousa

4.      https://www.weforum.org/agenda/2019/02/chinese-state-media-s-latest-innovation-is-an-ai-female-news-anchor/

# data[].attributes.attachment_caption
From food to tech to insurance, any brand can create a character that will last for generations.

# data[].attributes.headline
Brand Mascots Turned Virtual Influencers

# data[].attributes.subject
Brand Mascots Turned Virtual Influencers

# data[].attributes.body
A simple character or mascot does more than provide a recognizable face for a company. It humanizes the brand and gives fans looking to purchase a service or product a point of connection. In the age of social media, yesterday’s brand mascots have become today’s virtual influencers.

Many iconic brand mascots, such as the GEICO Gecko, now have their own social media profiles where they connect to fans directly and serve as the first touchpoint for the brand.

Virtual spokespersons combine the strengths of both brand mascot strategies and virtual influencer marketing, especially with the advancements in synthetic media.

They retain the brand’s classic mascot image while capitalizing on a modern virtual influencer’s high engagement rate. Most importantly, they never risk scandals or “aging out” of their roles, unlike their human counterparts.

Case study: Colonel Sanders of Kentucky Fried Chicken

Four years ago, KFC had a unique idea: transform their beloved Colonel Sanders into a young, sexy and, most importantly, virtual influencer.

The new Colonel revitalized KFC’s social media presence, making appearances with other notable virtual influencers such as Dagny from The Diigitals and Imma from Aww Tokyo. Like any other influencer (real or virtual), the Colonel used his platform to promote products, like Dr. Pepper. His signature hashtag #secretrecipeforsuccess” is also a clever, satirical joke about influencer culture.

While the virtual influencer Conel is no longer active, the concept of a young, sexy Colonel Sanders has continued to appear in creative campaigns, such as an anime-style dating simulator and a short Lifetime romance movie starring Mario Lopez as the new Colonel.

Potential benefits and limitations

The advantage of synthetic media is to enable brands to create virtual personas perfectly aligned with their identity, transforming traditional mascots into dynamic digital assets. This shift enhances brand marketing by providing a consistent, engaging presence that resonates with target audiences. These characters will continue to evolve into virtual influencers, further boosting brand visibility, deepening customer relationships, and fostering loyalty in ways that will surpass traditional marketing methods.

The disadvantage of synthetic media, particularly in creating virtual personas or influencers, includes several challenges.While virtual personas can be controlled and tailored to brand identity, they may lack tparticularly in creating virtual personas or influencers,he emotional depth and authenticity that human influencers provide. This could result in less genuine connections with audiences. At the same time, creating and maintaining virtual personas requires advanced technology. This can be costly and may require continuous updates to stay relevant and engaging.

In future scenarios, synthetic media will be widely applied across various industries such as entertainment, marketing, education, healthcare, and retail. For example, in healthcare, AI-generated virtual assistants could provide personalized patient care, while in retail, virtual brand ambassadors could enhance customer service. As technology continues to advance, synthetic media will become an integral part of shaping user experiences, transforming the way businesses interact with their audiences and streamline operations. This shift will redefine industry standards, pushing the boundaries of creativity, efficiency, and customer engagement.

Souce: https://www.virtualhumans.org/

# data[].attributes.headline
Benefits,Limitations and best practises of Synthetic Media

# data[].attributes.subject
Benefits,Limitations and best practises of Synthetic Media

# data[].attributes.body
Benefits of Synthetic Media

With the use of smarter, more effective techniques that result in media experiences of previously unattainable quality, synthetic media tools are revolutionizing the way we work. The following section discusses the main advantages of synthetic media.

-        Rapid advancements in synthetic media are made with very little human input. It may be made to fit the needs of any global audience.

-        Because it is available at all times and makes room for more interactive features, it is convenient.

-        The output of synthetic media is vast. Generally speaking, the medium can include vocals, paintings, drawings, music, and writing. This adaptability allows for a wide range of artistic, media-based formats.

-        Synthetic media is highly versatile and may be used on multiple platforms. Businesses use it for applications, websites, virtual reality and augmented reality (VR/AR) experiences, and a wide variety of other digital channels, in addition to games. As a result, it is a very flexible form that has wide applications in a variety of industries, such as marketing, journalism, education, entertainment, and the arts.

-        It can give the appearance of authenticity, allowing companies to interact with their audience without having to pay actors or employ qualified photographers or videographers.

Limitations of Synthetic media

When anyone is able to create this kind of media, the biggest risk comes from technological abuse. Here are a few of the main issues with synthetic media.

-        Artificial intelligence technology permits some dangerous synthetic media because it is mostly in charge of determining the output's appropriateness and quality. Less control over the viewer's experience results from this.

-        Deepfake technologies provide difficult trust challenges to overcome. The way technology can be used to spread false information and confuse people into believing things are true when they are not is something that the general public is only now starting to become aware of.

-        The security risk factors associated with synthetic generations of media have been closely examined, with a special focus on biometric security measures like voice or facial recognition software.

-        User disengagement can often result from deep artificial likenesses that slip into the uncanny valley. This happens because, despite their seeming authenticity, the likenesses convey an unpleasant feeling.

-        Artificial intelligence-generated creative media, including music and paintings, may or may not have human skill and craftsmanship.

Rich, dynamic interactions will replace static, text-based ones on the internet, and new channels of communication will permanently change the media landscape. Since the field of synthetic media is dynamic, complicated, and always changing, we must follow certain best practices.

-        Evaluate the information. Insufficient data might lead to inaccurate results and unsuccessful implementation. Recognize the data that is accessible and set specific goals in accordance with it.

-        Make the appropriate tool selection. Choosing the best tool among the many options available is largely dependent on demands.

-        Respect the law and ethical standards. Any output's ethical and legal significance must be understood.

-        Adopt a human-centered strategy. Knowing how real users will react to a system is necessary to evaluate its forecasts, recommendations, and judgments for their true impact.

-        Analyze and monitor outcomes. Try out AI and implement systematic measurement, observation, and surveillance at every stage, using a critical mindset.

Link: https://learn.g2.com/synthetic-media

Reference: Bhat, S. (2023, July 25). What Is Synthetic Media? Types, Benefits, and Best Practices. Learn.g2.com. https://learn.g2.com/synthetic-media

Student ID: 1653137

Name: Kalupahana Gamaethige Dona Nadeesha Dilhari Ekanayake

# data[].attributes.headline
BBC used face swapping to anonymize interviewees

# data[].attributes.subject
BBC used face swapping to anonymize interviewees

# data[].attributes.body
BBC is a global well-known media organisation producing news covering a lot of areas. In 2022, BBC commissioned a program called "I'm an Alcoholic: Inside Recovery". The program provided a deep look at the recovery group of Alcoholics Anonymous. The key challenge of the program was how to protect interviewees' entities and ensure their identities did not go outside the interview. A lot of methods have been tried, but they all turned out to be obscuring and came with multiple issues of getting the right effect on the audience as well as creating risk for interviewees. Face-swap technology was discussed and finally decided to get on board to solve these concerns. The technology was proven to bring out the emotions of the first-hand testimony and accordingly, created impact as they expected. Overall, the most important impact was made and circulated to society while the safety of the interviewees was guaranteed and maintained.

The full case study of the program can be downloaded here https://partnershiponai.org/bbc-framework-case-study/

Jen Pham - 1642356

# data[].attributes.attachment_link.readable_text
Is it possible to disclose AI use in a documentary without negatively affecting storytelling?

The BBC wanted to leverage AI tools to "face swap" interviewees in a documentary (instead of face blurring or pixelization) in order to more clearly tell a story.

The BBC knew it was necessary to be transparent about the use of AI and considered: how could they disclose to audiences that they were seeing synthetic faces?

By applying the Framework, the BBC was able to implement transparent direct disclosures that enabled documentary audiences to view the subjects without the bias that is typically inherent with traditional anonymization techniques.

This is the BBC's case submission as a supporter of PAI's Synthetic Media Framework. Explore the other case studies

A contextual introduction to the case study.
The BBC is a global media organization producing news, sports, children's entertainment, and factual and educational content across radio, TV, and online outlets (including one of the world's most-visited news websites). It has very high engagement across the United Kingdom (UK) and, through output such as the BBC World Service, across the globe.

Some of the BBC's content is brought in from external providers (such as the independent producer referenced in this case), but much of it is created in-house.

The BBC has a Research and Development (R&D) team which builds, adapts, adopts, and focuses on technology in partnership with wider BBC teams - it is R&D which has driven our work with Partnership on AI's (PAI) Synthetic Media Framework. R&D teams also liaise with other teams across the BBC on responsible AI policies and practices.

All BBC content and services are governed by Editorial Policy Guidelines, a formal document shared with all staff and the public. The guidelines spring from the BBC's Royal Charter which sets out the BBC's public purposes:

1. To provide impartial news and information to help people understand and engage with the world around them.

2. To support learning for people of all ages.

3. To show the most creative, highest quality, and distinctive output and services.

4. To reflect, represent, and serve the diverse communities of all of the United Kingdom's nations and regions and, in doing so, support the creative economy across the United Kingdom.

5. To reflect the United Kingdom, its culture, and values to the world.

The BBC also operates according to its editorial values of trust, fairness, accuracy, and editorial integrity, balancing the need for impartiality, respect for privacy, and care against potential for harm and offense.

The use case we have chosen for this document is the BBC's use of face swap avatars to preserve privacy. In this case, per PAI's Framework, the BBC was the Creator (though working with an independent company through commission) and Distributor of a set of synthetic faces designed to protect the identity of interviewees in a documentary in which anonymity was required.

Our objectives were to make the best possible program while preserving the anonymity of key contributors. Anonymizing is an age-old challenge as traditional techniques are clumsy, and can adversely affect the relationship between anonymized subjects and the audience.

The program was produced by the independent production company, Daisybeck Studios. The synthetic media work was conducted by graphics house Glassworks. There is a brief explanation of the process in this article.

Elaborate on the challenge being addressed in the case study, i.e. the issue to which your organization is applying the Framework.
In 2022, the BBC commissioned a program on Alcoholics Anonymous (AA) called I'm An Alcoholic: Inside Recovery. It aired on December 7th, 2022 with the following description:
A look inside the recovery group Alcoholics Anonymous, with the first ever access to an AA meeting. How does an organization rooted in 1930s American evangelicalism still work in the modern world?
The program is on the BBC's iPlayer here.

(Note: This link may not work outside the UK due to geographic restrictions and rights constraints)

A key challenge for the BBC when embarking on this storytelling project was the preservation of interviewee anonymity. AA has a tradition that those who take part do not disclose their identity outside of meetings. Since recovering alcoholics were the main interviewees, delivering anonymity posed a significant challenge. Traditional techniques such as pixelation, blurring, or shots of non-facial body parts (hands, backs of heads, etc.) have always been problematic, not least because the most "effective" methods are also the most obscuring.

The BBC's Editorial Guidelines provide guidance on how to deal with source anonymity in sensitive contexts, stating:
"Footage and photos of people who wish to remain anonymous can be used provided the person's face and hair are thoroughly blurred or obscured. Blurring is preferable to pixelation as the latter can be reversed."
We judged that using these techniques on a program in which so many interviewees required anonymity would have greatly affected its impact on audiences. There is also the risk that the very act of anonymizing can, to some, suggest "perpetrator" and the program team was keen to avoid this notion. Face swap technology helped to give the program much more visual appeal, as well as to avoid any potentially negative framing.

Commissioning Editor Daisy Scalchi noted that offering access to the interviewees' testimony via synthetic media technology helped bring out the emotions of the first-hand testimony being shared by contributors, making it as impactful as possible. However, in order to ensure that audiences were at no point misled about the techniques being used, voiceover and on-screen text indicated every time an interviewee appeared with face masking. There is more detail about this in the subsequent sections.

The absence of overt masking techniques like blurring or pixelation allows the interviewees to be better integrated into the rest of the program. Synthetic media therefore has a significant benefit related to the creative impact of the interviews.

None of the harms of the Framework's Appendix B (such as extortion, fraud, the deliberate influencing of public opinion etc.) were relevant. This was a question of personal anonymity for individuals in line with the BBC's Editorial Guidelines.

Describe what your organization is attempting to accomplish by addressing this challenge and/or furthering the opportunities.

As described above, we sought to improve the safety of the interviewees and maintain the principles applied in meetings of Alcoholics Anonymous. Daisybeck Studios and the team making this film were rigorous in their attention to detail and duty of care to all participants to ensure everyone understood the processes being used.

The aim was to use newly available synthetic media/deepfake technology that could "face swap" documentary interviewees in order to preserve anonymity, while avoiding techniques which would detrimentally affect the audience experience watching the interviewees. We wanted to make sure the use of "face swapping" would not cause our viewers to perceive the subjects negatively and would allow the interviewees to share their story without being subject to preconceived notions traditionally associated with anonymizing techniques such as face blurring.

This objective remained the same throughout the process.

Identify which Framework principle was used to help address the challenge/ opportunity, how it was chosen and implemented, and describe how it was applied.
Prior to beginning shooting the documentary, we first ensured we had the consent to be "face swapped" from all the subjects to be interviewed. Their experience is not the main topic of this case study, rather, we are concerned here with the ways audiences perceived what was presented.

In considering the audience experience, we focused on those parts of the Framework concerned with disclosure and transparency when carrying out this project. As the Creators of content that included AI-generated videos, our responsibility under the Framework was to:

"Disclose when the media you have created or introduced includes synthetic elements especially when failure to know about synthesis changes the way the content is perceived."

We employed two direct disclosure mechanisms at different times throughout the program - one auditory and the other visual. At the beginning of the program, the narrator stated:
"All the recovering alcoholics we interviewed have had their faces changed by a cutting-edge computer program. This deepfake technology allows us to capture these emotional stories while maintaining the anonymity that AA requires and those sharing their stories feel comfortable with."
Later on in the program, one of the interviewees underscored our assessment of the utility of using generative AI technology to bring out the positive message of being in recovery:
"It's to protect us because there can be a lack of understanding of alcoholism, and it can be judged. The important thing is stories and recovery and the road to freedom from alcoholism; it doesn't matter that it's not my face."

The second direct disclosure mechanism occurred whenever interviewees appeared on the program. When they did, we used an on-screen caption that said:
"Faces have been digitally altered."
The production team observed that it was important to them to very clearly signpost "wherever someone's face had been deepfaked" and this was in line with the BBC editorial guidelines described above.

While we have been able to assess the impact of the synthetic media effort on the subjects who were face swapped, this is a very new development and we have not assessed audience attitudes towards the use of synthetic media for face swapping, or their understanding of the direct disclosures we chose to leverage. As this technology becomes more widely used we will conduct follow up work on this.

In terms of transparency, the disclosure offered was felt to be enough. Going deeper with audiences on the potential limitations of this kind of technology (as laid out in section 7) would have been inappropriate and irrelevant given the directness and clarity of the disclosure and how it was woven into the program narrative.

Elaborate on any internal or external obstacles intrinsic to the Framework that were overcome.
Most of the challenges we faced were technical or workflow based. For example, key interviews had to be done earlier than would normally be the case in a documentary of this nature (given their importance to the narrative and need to respond to any emerging issues). This workflow step was frontloaded to ensure that there was time for the synthetic media to be created. Further, all key interviews had to be filmed on the same day because the conditions needed to be identical for effective face swaps. Again, this is not normal practice.

One technical challenge we faced was that one of the interviewees had a beard. This made his "face swap" more complicated for the production team, although it was ultimately overcome.

Although the face swap work added an extra cost to the production, disclosure did not add any costs, nor did it elongate the production process significantly. This would be an important consideration for future productions, where budget pressures are always intense.

One challenge did emerge due to the nature of the Framework itself. Our application of the principles felt well-aligned with our editorial policy and instincts for this production, but because the BBC was both a Creator (via a commission) and Distributor of synthetic content, we had to consider both aspects because they are treated separately in the Framework. Perhaps future versions can provide more specific guidance for organizations that identify as both - in other words, are there any unique implications beyond what is written that relate to those who play dual roles? Is there increased responsibility on the creation front if Creators are also going to be distributing material incorporating synthetic media?

Identify the opportunities created for your organization by utilizing the Framework to address the challenge.
The PAI Framework has given us a mechanism to think about how synthetic material should be addressed in our output. We can combine these insights with the "real life" experience of the program to help us build expertise and policy around synthetic media.

Determining how to provide transparency when content has been edited or augmented, whether with AI or not, is not new within the BBC, particularly when it comes to areas like natural history programs where there can be questions around authenticity and editing of material captured in the wild. The Framework has provided a valuable reference point for our discussions across all editorial and audience-facing areas of the BBC. This has been made even more timely by the emergence of easy to use generative AI tools to create synthetic images and video.

An additional benefit is exposing BBC teams, independent producers, and audiences to the promise and nature of this kind of technology for storytelling which, in itself, usefully raises awareness for the technology more broadly in society.

A description of how implementing the Framework ended for your organization, including any lessons learned.
We consider our use of generative AI to create synthetic media in order to "face swap" interviewees to be a success, and also view it as a meaningful implementation of the Framework. Individuals for whom privacy was crucial were able to appear in a program, convey their thoughts, and display their emotions without the use of traditional anonymizing methods, and they did so in a way that provided users with engaging content.

In the context of the Framework, there were a number of relevant aspects relating to this production:

As far as disclosure is concerned, it felt appropriate to tell the audience in two ways during the program about the synthetic nature of content: at the beginning, when the narrator informed audiences that interviewees were having their faces "changed," and then again with a caption that appeared whenever a "face swapped" interviewee appeared stating that the faces has been digitally altered. Having both auditory and visual disclosure was a comprehensive way of providing transparency in an audio-visual medium.

We may, in the future, offer this kind of technical work in-house (in fact, since this program aired, we have provided in-house generated face swap support for another production). This could potentially offer additional benefits, such as an additional layer of protection to the actual likeness of subjects as their data would not be shared with a third party organization outside the production company/BBC.

This kind of disclosure is often used to signal artifice - for example, a reconstruction in a crime documentary. However, since these techniques are new, thorough disclosure felt especially important. An open question is whether, over time, disclosure may be done differently - for example, simply with an on-screen caption at the relevant point in the program.

Another open question is how organizations can identify what "proper" or "responsible" use cases are for face swapping. This program was an ideal deployment, but are there risks in other instances of anonymity provision that might prove problematic, where the ease of providing an "alternative" face means that we grant anonymity to interviewees who should be pressed harder to speak in public.

We worked on the assumption that face swapping is a less intrusive form of anonymization, but it may be worth commissioning further work to clarify this. For example, might a generated face make us feel differently about an interviewee with respect to their "real" face - we know that humans have responses to perceived "attractiveness" and other factors. What is the impact of this on the way a story is put across? Would it be appropriate to change characteristics such as race in a swap? Could a generated face look too "similar" to a real person - either the one in focus or another human, and what are the risks in that? All these issues and more need further consideration and research.

Finally, we want readers of this case study to reflect on a comment made by Commissioning Editor Daisy Scalchi who says it's important to interrogate any future proposals to use synthetic media to disguise identity on screen. She says, "there has to be a real purpose behind it, and it has to bring something authentic to the storytelling." This case provides an excellent example of using these emerging technologies to deliver content with journalistic integrity, and we hope it will help guide others making decisions about when there is "real purpose" behind their use in storytelling.

# data[].attributes.attachment_link.title
How the BBC used face swapping to anonymize interviewees - Partnership on AI

# data[].attributes.attachment_link.description
The BBC wanted to leverage AI tools to "face swap" interviewees in a documentary (instead of face blurring or pixelization) in order to more clearly tell a story. The BBC knew it was necessary to be transparent about the use of AI and considered: how could they disclose to audiences that they were seeing synthetic faces?

# data[].attributes.body
Human trust foundation could be threatened by synthetic media which includes pictures, videos, text we see or sounds we hear or a combination of all of them. The good and the bad thing about synthetic media is this is not expensive to deploy. With an internet connection and basic skills in content creation, everyone can generate synthetic media content. This technology has put a blurred and thin boundary between ethics and trust. Lawmakers, policymakers, entrepreneurs leaders, and technologists are required to put more effort and serious consideration into this area to ensure proper contents are made with proper use of deepfakes. The question is how to make a "deepfake" trustworthy in the future while it is becoming more and more commonly used. At the moment, AI literacy needs to be circulated widely to all end-users and make sure they understand clearly what this technology can do. Secondly, leveraging this technology needs to go with an education & ethics mindset, which means creators must have a comprehensive knowledge of the technology and the right ethics to conduct or release any synthetic content.

https://www.weforum.org/agenda/2024/05/why-we-need-to-look-beyond-deepfakes-to-benefit-from-synthetic-content-technology/

Jen Pham - 1642356

# data[].attributes.attachment_link.title
We must build a case for trustworthy AI synthetic content

# data[].attributes.attachment_link.description
The rise of AI has fuelled the use of deepfake content, including artificial video, audio and images. But such synthetic content can bring benefits.

# data[].attributes.body
When considering the growth of synthetic media, it is evident that it brings a blend of innovative chances and difficulties. In the future, synthetic media could customize content in new ways, leading to personalized experiences in entertainment and education that were previously unthought of. Example: Movies and educational content can be created in real-time according to the preferences and learning requirements of the user. Nonetheless, this heightened level of customization also brings about the darker risk of deepfakes and misinformation, which can seriously jeopardize the reliability of digital content. Sectors such as advertising have started incorporating AI-created avatars and influencers to assist brands in connecting with consumers in more interactive and economical manners. In the world of gaming, tools like Unreal Engine are expanding the limits of immersive experiences with procedurally generated content, placing synthetic media as a crucial element in the future of entertainment. The advantages of synthetic media are significant in terms of accessibility, as AI-generated material can overcome language obstacles, offering education and entertainment to worldwide audiences in their mother tongues. Nevertheless, I acknowledge the ethical issues, especially regarding the trust issues that can arise from synthetic media, as individuals need to verify the truthfulness of visual and auditory information. The vast potential of synthetic media must be managed carefully to ensure a balanced and ethical integration into society.

Trisha Bambu

1289018

# data[].attributes.attachment_link.title
Deepfakes and Synthetic Media: What are they and how are techUK members taking steps to tackle misinformation and fraud

# data[].attributes.attachment_link.description
The rise of synthetic media and deepfakes presents new opportunities but has also ushered in new challenges in combating misinformation and fraud.

# data[].attributes.headline
Future Scenarios and Implications of Synthetic Media Across Industries

# data[].attributes.subject
Future Scenarios and Implications of Synthetic Media Across Industries

# data[].attributes.body
The future of synthetic media contains both hopeful and worrying situations across numerous industries:

In the entertainment and media industries, synthetic media has the potential to revolutionise content generation. Companies such as Synthesia are already utilising AI to create realistic video material with synthetic characters and voices. This technology has the potential to offer more personalised and interactive entertainment experiences, but it also raises questions about media legitimacy and exploitation for disinformation.

The healthcare business could profit greatly from synthetic media. Deepmind's AlphaFold, for example, has shown that AI can predict protein shapes, potentially accelerating medication discovery and development. Synthetic patient data could potentially improve medical education and research while protecting patient privacy.

In education, synthetic media has the potential to offer immersive learning experiences. Companies such as Pearson are looking into AI-generated educational content that adjusts to individual learning styles. This could increase access to high-quality education while also widening the digital divide.

Synthetic media has the ability to improve content generation efficiency, provide personalised experiences, and advance research and development. However, limitations and hazards include the possibility of deepfakes and misinformation, ethical considerations about permission and representation, and the requirement for reliable verification mechanisms.

In our daily lives, synthetic media has the potential to blur the distinction between reality and artificial creations. We may communicate with AI-generated customer service professionals, consume personalised news and entertainment, and even engage with synthetic copies of ourselves online. While this may improve ease and personalisation, it raises concerns about privacy, identity, and the nature of human interaction in a digital world.