The creative world is being transformed by synthetic media—AI-generated content like text, images, audio, and video. In a recent AI Journal article, Littlefield Agency’s AI and Content Director, Steve Roop, discussed how this technology is reshaping entertainment, content creation, and our relationship with truth online. “We’re entering a world where the line between real and artificial content is increasingly blurry,” Roop wrote. “That’s both exciting and a little daunting.”
In entertainment, synthetic media is enabling filmmakers and game developers to push creative boundaries faster and more affordably. AI is now used to de-age actors, generate hyper-realistic environments, and even produce digital characters that interact with live footage. “The efficiencies we’re seeing are incredible,” Roop noted. “It opens doors for storytelling that weren’t financially or technically possible just a few years ago.”
But Roop also warns of the darker side of synthetic media. As deepfakes and AI-generated misinformation become harder to detect, public trust is at risk. “We have to stay vigilant,” he said. “As marketers, we need to champion authenticity and help clients use these tools responsibly—without undermining the trust they’ve worked so hard to build.”
It’s up to marketers to embrace the potential of synthetic media while being thoughtful about its impact. “AI isn’t going away,” Roop concluded. “Our role is to lead with integrity—using these tools to create smarter, more meaningful connections, not just more content.”
Read the full article at AI Journal to see Roop’s full perspective.
