Synthetic Content: Navigating Innovation with Integrity

AI is advancing rapidly, creating music, writing code, writing books, creating memes, and generating images/videos that are hyper-realistic.

While still imperfect, even the best, most advanced models make things up and say it like a fact; its impact on society is profound and inevitable, bringing both benefits and challenges. All this information, such as images, videos, audio clips, and text, being generated or significantly modified by algorithms, including AI, is known as  “Synthetic Content”.

Applications of synthetic media include education, journalism, entertainment and the arts. It is estimated that 10% of the content on the internet right now is synthetic and will be 90% by 2026. That’s a lot of content being made by AI. So, why does all of this matter? What does it mean for us? While this technology offers numerous benefits, it also poses significant risks to information integrity, public trust, and individual safety. Misinformation is nothing new, it has been around since before the printing press. What has changed in recent years is the scale at which it can be produced and distributed with the help of AI.  

This presentation explores the key approaches to enhancing digital content transparency and mitigating the risks associated with synthetic content.