How “synthetic media” will change business forever

The biggest technology-driven trend that will impact business in the coming years is synthetic media. Yet this phrase is rarely uttered in boardrooms and Zoom meetings.

It’s time to clarify what synthetic media is and why it will be so effective.

Synthetic media is any type of video, image, virtual object, sound, or word produced by or with the help of artificial intelligence (AI). This category includes deepfake content, text-driven AI-generated “art”, virtual content in virtual reality (VR) and augmented reality (AR) environments, and other new content types.

Many synthetic media tools started out as obscure academic research or limited beta online toys. But now it’s about to make a colossal leap in business, in marketing, in the media, and, well, in human culture.

How colossal? In the book “deepfakes: The Coming Infocalypse‘, synthetic media author and analyst Nina Schick estimates that around 90% of all online content will be synthetic media within four years.

There are very good reasons for this.

Copyright © 2022 IDG Communications, Inc.


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