There used to be a time when the fourth pillar of democracy ‘media’ was just restricted to televisions, newspapers, and radios. Then came the digital revolution, which left people with the impression that the sector’s technological expansion isn’t a ‘pipe dream’. However, the saying, ‘The grass is greener on the other side,’ seems to be true in this scenario as well. In a world where content is considered Numero Uno, recurring questions are asked about its authenticity which has given rise to the term ‘synthetic media’. From what it’s understood, synthetic media refers to the media genre which uses artificially induced ways to achieve realistic reality. “I believe synthetic media refers to content generated using AI or other automated tools to manipulate or create visuals, audio, or other elements. Synthetic media is influencing the digital landscape, presenting both positive and negative implications,” Ankit Ahuja, founder, Red Comet Films, an advertisement film and digital content production house, told FE TransformX.

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As things stand, if one needs to understand what synthetic media is all about, that person wouldn’t have to look further than the terms ‘fake news’, ‘disinformation’, and ‘propaganda’. According to market reports, the foundation of synthetic media lies in algorithms created by machine learning (ML) and artificial intelligence (AI). The different kinds of synthetic media which are considered prevalent are AI-oriented images, videos, text generation, voice synthesis, music, among others. Nowadays, talks about synthetic media cannot be concluded without bringing in the influence of deepfakes. It’s believed that the major concern which surrounds synthetic media is its ability to enhance harassment and cyberbullying, as individuals can be at the receiving end of illegal content which can cause emotional agony. The numbers are considered staggering when it comes to the potential of this market, as it was valued at $288.5 million for 2022, with projections stating that it’ll reach $351.2 million in 2023 and $2,339.8 million in 2030, at a 31.1% compound annual growth rate (CAGR) for the estimated timeline, according to Fortune Business Insights, a market research firm. In terms of percentage, the numbers denote a 21.7% increase for the 2022-23 period, and a 566.23% jump for the 2023-30 period. Data supplied by industry experts have shown that by 2024, roughly 60% of data channelled towards created AI and analytics projects will come under the synthetic media category.

“I think YouTube’s policy adjustments address the surge of AI-generated content by introducing mandatory disclosure requirements for creators. Now, content creators must disclose when they upload altered or synthetic content that appears realistic, offering transparency to viewers. It can ensure users have context, especially in discussions about sensitive topics. They also introduced tools for requesting the removal of deepfakes. The updates seem to signify a stride in overseeing the impact of AI-generated content, balancing creative freedom with transparent, accountable practices,” Huzefa Motiwala, director, systems engineering, India, and SAARC, Palo Alto Networks, a cybersecurity company, highlighted.

While the negatives are believed to outweigh the positives, market research shows that there’s light at the end of the tunnel for synthetic media. Reportedly, there are companies which are devising synthetic media use cases in the right direction. Examples include NVIDIA’s synthetic media-based models which comprise Clara, an AI-enhanced deep learning platform, Adobe developing mechanisms for producing synthetic media such as its Adobe After Effects software, and OpenAI also diverting efforts towards making advanced AI technologies around synthetic media. As per Meta’s official website, synthetic media is providing a new definition towards the concept of influencer marketing, for it allows creators to tackle financial and technical constraints along with the creation of high-quality content on par with a production house. In June 14, 2023, Partnership on AI, a non-profit digital platform, revealed that Microsoft and Meta have entered its “Responsible Practices for Synthetic Media: A Framework for Collective Action” framework to encourage required guidelines around synthetic media related to generative AI.

Furthermore, future predictions indicate that with the introduction of regulations, one can tap into the complete potential of synthetic media. However, media reports have shown the need to create awareness around the budding threat of deepfakes and synthetic media through public education. “By making digital content accessible to a global audience, content creators can use synthetic media exponentially which is impossible manually. Thus, traditional and digital markets are not comparable. The threats and risks associated with deepfakes / synthetic media are all pervasive within private and public sector / government. Influencers authentication needs to be regulated across the platforms. A blueprint must be created such as ASCI guidelines for advertising,” Anupam Sanghi, a technology and competition lawyer, concluded.

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