Synthetic media: A dark new frontier for innovation

How AI-powered deepfakes will revolutionize business, politics, and culture.

I recently published two articles for TechInformed, a business technology publication based in the UK.

Deepfakes for good? How synthetic media is transforming business

Despite the bad press, deep fakes do have positive applications. In the first of a two-part focus, Dan Patterson reports on how tech is transforming specific sectors.

How synthetic media can upend reality

Experts warn the spread of deepfakes can pose serious threats, from cybercrime to political disinformation. In the second part of our report on synthetic media, Dan Patterson investigates.

Deepfakes, or hyper-realistic digital forgeries made using AI, have gained notoriety as tools for spreading misinformation and enabling fraud. However, the underlying deep learning techniques also empower innovative and constructive business use cases.

Deepfakes can create compelling synthetic photos, videos, and audio by seamlessly replacing faces and voices in existing media. However, this technology can be misused to depict fictitious events or statements; the same capabilities open doors for legitimate business applications.

For example, deepfake methods could allow companies to prototype realistic product demonstrations without filming costly live-action samples. Brands may also utilize AI-generated media to bring historical figures or celebrities into their marketing content. Beyond advertising, technology presents opportunities across the entertainment, education, and telecommunications sectors.

Deepfakes are not inherently malicious. With thoughtful governance, their capabilities can be harnessed for creative and constructive goals that benefit business and society. The path forward requires proactive collaboration between regulators, technology leaders, and industry to develop ethical guardrails without stifling innovation.