In the era of artificial intelligence, we are seeing more and more social media platforms require labels and disclosure when it comes to AI-generated content, or “synthetic media.” You might have been scrolling through Instagram and see a post that says “Made With AI” or find a video on TikTok that says “AI generated,” but what does that mean for consumers and marketers?
Synthetic media is a broad category of audiovisual content that is partially or fully generated by artificial intelligence, which encompasses both content that is entirely generated by computers and content that has been heavily augmented and edited with the help of AI technology. Now that high-quality AI tools have become so widely available, consumers are likely encountering synthetic media on a daily basis.
How synthetic media is used in marketing and beyond
There are plenty of exciting use cases for synthetic media, particularly in the marketing industry. For example, marketers can use synthetic media to create content cheaply and efficiently on platforms like social media.
Some of the most common examples of synthetic media in marketing include:
- Voice cloning for narrations: One of the most exciting uses of synthetic media is voice cloning for narrations (if done with consent). This technique maintains the talent and their unique sound while giving creatives a chance to make adjustments at a much faster rate than having it re-recorded. As a result, production can become much more efficient, and voice licensing can provide a source of income for talent that doesn’t require nearly as much effort.
- AI-generated images: AI-generated images are almost there, with the potential to make image creation faster and more affordable. This technology can support human photographers by allowing them to edit or adjust the photos in ways not envisioned during the shoot. AI imagery can also be used to create mock-ups, significantly expediting the planning process.
- Virtual influencers: Another trend we see growing in popularity is the “virtual influencer” — a computer-generated character used for social media marketing. This trend is likely here to stay because of the level of control it gives brands. AI influencers mean that brands can control exactly how their products are promoted, without worrying about the influencer doing something controversial or beyond the brand’s control. Additionally, brands can create personas that are highly targeted to their ideal customer demographics.
Beyond marketing, some have wondered what the role of synthetic media will be, such as in entertainment. Right now, the creative communities at large are staunchly opposed to the use of AI, which means that synthetic media probably won’t become prevalent in feature-length film or television programming.
However, who knows what the future holds? Some actors are already signing off on the future AI use of their likenesses after they are gone, so we could see the perspective on this technology in entertainment shifting in the future.
The challenges and criticisms of synthetic media
Of course, as is the case with most applications of generative AI, synthetic media’s use has been marred in controversy due to data privacy concerns and the spread of misinformation. Yet, these concerns are largely the result of the misuse of the technology when it falls into the wrong hands. By preventing wrongdoers from abusing this technology, we can allow its legitimate, beneficial use.
One of the biggest sources of controversy around synthetic media is the use of “deepfakes.” AI-generated audio and video can convincingly fake public figures doing or saying things they never did. In marketing, the implications of this could be significant, as wrongdoers could take a public figure’s likeness without their consent to create an advertisement, causing all sorts of concerns regarding credibility and digital privacy.
To avoid these harmful uses of synthetic media while allowing positive use cases to thrive, many have suggested that a regulatory framework should be introduced to ensure this technology’s safe and responsible development. However, in execution, this may be hard to enforce. The quality of synthetic media is increasing as the technology used to create it improves, so it is becoming more difficult to tell the difference between real and synthetic media. Furthermore, since legislation often differs across borders and jurisdictions, people in different countries may be subject to other restrictions and protections.
Ultimately, education is the most powerful tool we have to fight the misuse of synthetic media. It is up to the public to stay educated and find trusted sources for their news and information. Even when it comes to advertisements, it’s crucial to stay informed. Deepfake endorsements are a form of misinformation that can cause reputational damage and loss of income. By ensuring that the public knows how to distinguish synthetic media from legitimate media, we can avoid many of the consequences of misinformation.
Synthetic media is not something we need not be afraid of. Misuses like deepfakes are certainly a threat, but there are beneficial use cases like virtual influencers and consensual voice cloning that could change marketing for the better.
