Futurists have pondered for decades whether ai will replace or augment the workforce. Synthetic media represents an ‘augmentation’ point that extends human capacities and provides tools for humans to reach new levels of performance.
For example, there is no need to have a spokesperson, mascot, or celebrity to serve as the face of the brand. You can either build a synthetic human yourself or borrow one. In fact, this is already happening. Lil miquela is a virtual influencer created by american software company brud. The simulated influencer has 3 million followers on instagram and has modeled for calvin klein. Recently, apparel brand pacsun selected lil miquela as its new model.
And today, synthetic media is already available for free (as a replacement for stock photos) from lexica, which offers ai-generated images, and even shutterstock. These services will soon become obsolete. That’s because it will become common for marketers to create custom stock photos that match 3d characters in virtual environments.
Why Synthetic Media Is Viewed Negatively
Synthetic media has been Turkey Email List talked about so far mainly around concerns about the abuse of deepfake videos. Deepfake impersonations, in which (for example) politicians say things that have never been said (or celebrity faces are composited into pornographic videos), have made headlines.
The use of deepfakes to permanently cast actors in their prime (whether alive or dead) has little to do with whether hollywood is losing their jobs because of this, or film studio executives who can make blockbusters without casting real actors. It causes joy and anxiety at the same time.
For example, famous actor bruce willis announced his retirement after being diagnosed with aphasia. However, he said he plans to continue appearing in movies and tv commercials through deepfake technology (though the article claiming he sold his portrait rights to russian synthetic media company deepcake is misleading).
Willis’ Deepfakes Appeared
With willis’s permission) in a series of russian telecom ads. However, deepfakes of tom cruise, leonardo dicaprio, and elon musk were used in CH Leads advertisements without permission, causing controversy. Currently, there are no rights and permissions laws regarding the use of synthetic media in the guise of real people.
Also, the cybersecurity issues of deepfake technology will continue to rise. Already, deepfake audio is being used to impersonate a ceo to request a transfer of money. In addition, real-time deepfake videos (impersonating job seekers) are being used to fool recruiters.
