Artificial intelligence (AI) is poised to revolutionize the creation of video, sound, and text over the next decade. This transformation will be driven by synthetic media—a technological trend that, despite its far-reaching implications, remains largely unrecognized in boardrooms and professional discussions.
It is time to define synthetic media, understand its potential impact, and prepare for the changes it will bring.

What is Synthetic Media?Synthetic media refers to any type of content—video, images, virtual objects, sound, or text—created or enhanced by AI. This includes:

• Deepfake content
• AI-generated art from text prompts
• Virtual elements in augmented reality (AR) and virtual reality (VR) environments
• Emerging content types enabled by advanced AI systems

Initially emerging from academic research and niche applications, synthetic media is now on the brink of transforming industries such as business, marketing, media, and culture.
A Rapidly Growing PhenomenonIn her book, Deepfakes: The Coming Infocalypse, analyst Nina Schick predicts that 90% of all online content could be synthetic within four years. The reasons for this growth are clear: synthetic media enables unprecedented acceleration and innovation in design, marketing, communication, and creativity.

The Business Case for Synthetic MediaSynthetic media promises to augment human capabilities rather than replace them. By empowering individuals with advanced tools, it enables faster prototyping, efficient creative processes, and more effective communication.

• Custom Branding: Companies can create synthetic spokespeople, mascots, or celebrities tailored to their brand identity. For example, the virtual influencer Lil Miquela, created by the software company Brud, has modeled for Calvin Klein and PacSun.
• Content Creation: AI-generated stock photography and virtual assets are replacing traditional sources, allowing businesses to create custom, context-specific content effortlessly.
• Efficiency Gains: Technologies like Meta’s Make-A-Video will enable creators to produce high-quality videos and virtual environments in hours rather than weeks, cutting costs and time.

Public Perception and MisunderstandingsSynthetic media often garners headlines for its misuse, particularly deepfake technology:

• Political and Celebrity Impersonations: Deepfake videos of public figures can spread misinformation or harm reputations.
• Unauthorized Use: Actors, such as Bruce Willis, have permitted deepfake technology to extend their careers, but others have had their likeness used without consent.
• Cybersecurity Risks: Deepfake audio and video are already being used in scams, including impersonating CEOs to authorize fraudulent transactions.

While these risks are real, tools like Deeptrace and Truepic are emerging to detect synthetic content. As the technology evolves, its potential to benefit businesses will far outweigh its dangers.

Synthetic Media in the MetaverseThe rise of synthetic media is closely tied to the development of the metaverse—a fusion of virtual, augmented, and mixed realities. Major players like Meta (formerly Facebook) and Apple are investing heavily in these technologies.
AI in the MetaverseSynthetic media will dominate the metaverse:

• Content Creation: AI-powered tools like Meta’s Make-A-Video will allow creators to build virtual environments and digital assets quickly and affordably.
• Interactive Meetings: Imagine AR/VR meetings where participants can generate charts, designs, and 3D models with voice commands in real-time.

This shift will democratize sophisticated content creation, making it accessible to individuals and small teams.

The Broader ImplicationsThe adoption of synthetic media will be as transformative as the shift from mainframe computers to personal computers. It will disrupt:

• Marketing: Personalized, on-demand content will replace generic campaigns.
• Business Communication: Visualizing and sharing complex ideas will become instantaneous.
• Creative Industries: The barriers to high-quality content creation will be eliminated, empowering everyone in an organization to contribute.

Conclusion: Time to Get Real About Synthetic MediaSynthetic media is not just a tool—it’s a catalyst for a complete overhaul of how businesses operate and communicate. While challenges like job displacement, ethical concerns, and cybersecurity threats exist, the opportunities are vast.
This is not merely a trend but a fundamental shift that will redefine industries. Businesses must start embracing synthetic media as a transformative force rather than viewing it as a threat or novelty. Those that adapt early will lead the way in the next decade of innovation.

If you want to get in touch with the Infosphere consulting team - [email protected] 
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(By Mats Björe, Owner Infosphere AB)
Deepfake technology exemplifies AI's cutting-edge ability to blur the line between reality and fabrication. Leveraging advanced machine learning, particularly generative adversarial networks (GANs), deepfakes create highly realistic synthetic images, videos, and audio that mimic real-life events or people. While the technology offers creative opportunities, it also presents significant challenges, particularly in areas like open-source intelligence (OSINT) analytics, where distinguishing real from fake is critical.
How Deepfakes Work
Deepfakes rely on GANs, which consist of two neural networks working together:

1. The Generator creates synthetic content, such as altered faces or voices.
2. The Discriminator evaluates whether the generated content is real or fake.

Through iterative refinement, the generator produces realistic outputs that can deceive even skilled analysts and tools.
Opportunities Offered by Deepfakes

1. Creative Industries Deepfakes are revolutionizing filmmaking, advertising, and gaming. They allow seamless visual effects, immersive storytelling, and personalized media content tailored to audiences or customers.
2. Education and Training They offer unique ways to visualize historical events, simulate realistic training scenarios, or re-create the voices and likenesses of historical figures for educational purposes.
3. Accessibility and Personalization Deepfakes have the potential for inclusivity, such as translating content across languages with synchronized lip movements or creating avatars for people who cannot physically attend events. This aspect of deepfakes can significantly enhance accessibility and personalization in various fields, from entertainment to education.

Risks and Ethical Concerns
The potential misuse of deepfake technology poses serious threats:

1. Misinformation and Disinformation Deepfakes are potent tools for spreading false narratives, undermining trust in digital media, and creating chaos. Fabricated speeches or events can mislead the public or disrupt societal order.
2. Privacy Violations and Harassment Non-consensual deepfake content, such as placing someone’s face onto inappropriate material, is a significant ethical and legal concern. It invades privacy and damages reputations.
3. Challenges in Legal and Political Arenas Deepfakes can distort evidence, disrupt legal proceedings, and influence political campaigns. Their use for propaganda or political manipulation threatens democratic processes.
4. The Erosion of Trust in Media The very existence of deepfakes causes skepticism about all digital content, even genuine evidence. This "liar’s dividend" diminishes trust in photographs, videos, and audio recordings.

Challenges to OSINT Analytics
Deepfakes present unique challenges to open-source intelligence (OSINT), which relies heavily on analyzing publicly available information for intelligence and decision-making.

1. Authenticity Verification Analysts must distinguish between genuine and manipulated content, which becomes increasingly difficult as deepfakes improve quality. False positives or negatives can compromise intelligence assessments.
2. Volume of Data The widespread availability of deepfake tools increases the volume of misleading content, overwhelming analysts and complicating timely intelligence gathering.
3. Loss of Credibility If OSINT relies on compromised sources, it risks damaging its credibility. Deepfakes can undermine public and institutional trust in OSINT-derived insights.
4. Resource Strain Developing and implementing detection tools for deepfakes requires significant investment in technology and expertise, straining resources in an already demanding intelligence field.
5. Cross-Media Manipulation Deepfakes can combine video, audio, and text manipulations, making cross-checking information across multiple sources harder. For OSINT, this multidimensional deception complicates corroboration efforts.

Combating the Challenges of Deepfakes in OSINT
Addressing the deepfake threat, particularly in OSINT, requires a combination of technological, procedural, and educational strategies:

1. Technological Solutions AI-based detection tools analyze inconsistencies in pixels, metadata, or audio signatures to identify manipulated content. Real-time detection systems can help prevent deepfakes from spreading unchecked.
2. Enhanced Verification Protocols To validate authenticity, OSINT analysts must adopt rigorous verification processes, cross-referencing data from multiple independent sources.
3. Policy and Regulation Governments and organizations should create frameworks to regulate the use of deepfake technology and impose penalties for malicious applications.
4. Collaboration and Information Sharing Collaborative efforts between governments, tech companies, and researchers can improve detection methods and share best practices for combating deepfakes.
5. Public Awareness and Education Training programs for OSINT analysts and public campaigns on media literacy can equip people to recognize and question manipulated content.

The Path Forward
As deepfake technology continues to evolve, it symbolizes both the promise and peril of AI. For creative industries, it offers unprecedented opportunities for innovation and personalization. For instance, deepfakes can be used to create lifelike characters in video games or to bring historical figures to life in educational content. However, in domains like OSINT, the rise of deepfakes complicates efforts to analyze and act on reliable information.
The challenge lies in striking a balance: harnessing the potential of deepfakes for positive applications while mitigating their risks through technological vigilance, ethical frameworks, and a well-informed society. In this new era, where the boundary between real and synthetic is increasingly blurred, maintaining trust and integrity in digital content is more critical than ever.