Sep 17, 2024
by Humera

Expressing media in a completely synthetic way will speed up the process of creating and sending content. Its ease of use and ability to interact with others will usher in a thrilling new age of digital media, one where creativity, insight, and imagination, not physical space, will decide how content is shared. New kinds of synthetic media make it harder to tell the difference between the real and digital worlds. This new type of artistic expression will open up powerful user experiences based on a new, changing way that media affects how people think and feel.

Synthetic media and deepfakes have emerged as new threats to disinformation and deception that must be addressed; however, they also present new opportunities. The members of techUK are at the forefront of technological innovation and are addressing the issue of malicious use of AI-generated content in innovative ways, such as by detecting manipulated videos and devising new solutions. Additionally, they are in the process of creating synthetic media tools to assist public services and enterprises.

What are synthetic media and deepfakes?

Any form of media, including but not limited to text, audio, images, and film, generated entirely or partially through the application of artificial intelligence or machine learning is considered synthetic media. In order to produce convincingly fake content, deepfakes are a subset of synthetic media that primarily seeks to manipulate or alter audio or visual information. Deepfake techniques are frequently used in videos that feature a distinct individual as the primary protagonist. The main difference between synthetic media and deepfakes is that deepfakes involve making content that looks real but is actually fake, while synthetic media involves making content for artistic or practical reasons without trying to trick people.

The creation of deepfakes—extremely lifelike movies, voices, and images—has coincided with the fast progress of generative AI.  There are two main types of deepfake risk: becoming the target of a deepfake (i.e., having your image used in one) and falling for a deepfake's deception. These deepfakes are becoming increasingly lifelike, rendering them virtually impossible to differentiate from genuine recordings or photographs. Furthermore, the creation of these deepfakes often aims to fool viewers.

Practical examples of deepfakes include:

  • Facial recreation modifies the characteristics of a real person's face using sophisticated software.
  • Face generators use sophisticated algorithms to generate entirely new facial representations by combining data from numerous real-life faces that do not resemble any particular individual.
  • Speech synthesis is a technology that uses sophisticated computer programs to create a virtual voice.

Synthetic vs. non-synthetic media

Computers generate synthetic media, either in part or completely. We classify traditionally produced or human-generated media as non-synthetic.

There are two specific examples that spring to mind. Initially, a newspaper article is published. Because of its human authorship, it is ineligible for classification as a synthetic medium. A filter-augmented Instagram photo of a human face with bunny ears is the next item under consideration. Because artificial intelligence is the primary producer, we classify media as synthetic.

The advantages of synthetic media

  • With little to no human intervention, most content can be made in a moment. Synthetic media used for consumer-facing purposes are available at all times and often have dynamic content. The results are varied: synthetic media can include text, sound, images, drawings, paintings, and music.
  • Synthetic media has a wide variety of potential uses across many digital platforms, including applications, websites, gaming settings, virtual reality/augmented reality experiences, and many more.
  • The entertainment industry has embraced synthetic media, with computer-generated imagery (CGI) playing a significant role in many films. Graphic designers, storytellers, and others in the creative industries now have access to AI-generated realistic image assets thanks to platforms like Midjourney. Photoshop's generative fill function allows users to instruct the program to create new elements depending on the ones already present in an image. It can fill missing pixels in your image without standing out.
  • From product presentation to targeted commercials, synthetic media is finding an increasing number of uses in advertising and marketing. Incorporating augmented reality into their mobile app, techUK members like Amazon let customers see how simulated furniture and homeware might look in their actual environments before buying.
  • As part of healthcare's usage of synthetic media, medical students and residents are able to practice procedures on digital patients in virtual training simulations. Surgeons have also benefited from 3D medical imaging tools, which aid in the planning and rehearsal of intricate surgeries.
  • In the field of education, language apps have evolved to integrate artificial intelligence (AI) with synthetic media to provide engaging language exercises and lectures.
  • You can easily create them as user-generated content or outsource them to other parties. There are a lot of promising possibilities and ramifications for synthetic media in the fields of art, advertising, entertainment, and more.

The risk posed by synthetic media

  • The creation process, along with the user's words and actions, lacks control. Brands should exercise caution when incorporating some types of synthetic media because AI is primarily responsible for determining the output's quality and suitability.
  • In terms of trust, deep fake technologies face significant challenges. The public is aware of its potential misuse to disseminate false information or mislead audiences.
  • Many individuals are concerned that synthetic voice and likeness generators could compromise personal biometric security measures, such as voice or facial recognition software.
  • These digital alterations have many evil uses, including the dissemination of false information, the creation of false identities, and the commission of fraud. There must be immediate action to combat the detrimental effects of deepfakes because they are growing in number and convincingness. 
  • While deepfakes have mostly been employed to fabricate realistic "revenge pornography" featuring public figures and celebrities, they are finding more and more uses in the defamation of politicians and business magnates, as well as in fraud against corporations.
  • Identity theft, privacy issues, financial difficulties, reputational harm, and a decline in public faith in the media are all broader dangers that deepfakes represent.
  • One could argue that AI-generated creative media, such as music or paintings, lack technique and artistry.

How synthetic media hurts businesses

Businesses, like people, can have their identities hurt by deepfakes. Perhaps the biggest worry is that deepfakes could help people who are trying to scam people. By taking advantage of weak internal controls, thieves may be able to steal large amounts of money. Anyone they want to impersonate can be their target, including those responsible for authorizing group payments. The plans would be more intricate and difficult to detect than hacks or business email compromises. There could also be manipulation of the market, challenges in adhering to the law, difficulties in third-party verification, and the potential loss of a brand's image and credibility.

Deepfake mitigation methods

To tackle these problems, businesses should invest in strong AI detection technologies, employee training, authentication systems, and collaboration with other businesses in the industry. Businesses can protect themselves, their stakeholders, and the digital ecosystem as a whole if they are proactive in detecting, preventing, and responding to deepfake risks. Despite the fact that the Online Safety Bill makes it illegal to engage in revenge porn, businesses are already coming up with strategies to counter deepfakes as they happen. Legislation has started to tackle this issue, though. 

Members of TechUK, ranging from fledgling businesses to well-established corporations, are pouring resources into R&D to identify and stop the spread of deepfakes. Members of TechUK are working together to exchange information and insights because they understand the difficulty of the problem.

1. Detection and reduction methods

To improve the trustworthiness and authenticity of digital content, members are creating cutting-edge detection techniques and technologies to spot deepfakes and synthetic media on all platforms. Several techUK members have been in discussions with well-known media companies about the possibility of watermarking real broadcast media content online. Members are utilizing the following new detecting technologies, among others:

  • Phoneme-viseme mismatches:

When pronouncing certain phrases, the movements of the mouth, known as viseme, do not always correspond to phonemes. In such instances, deepfake models might not be able to blend viseme and phoneme properly.

  • Convolutional Neural Network:

Using deep learning models, this method searches for discrepancies between these frames.

2. Raising awareness and educating the public

Many members have supported or started campaigns to inform the public and companies about deepfakes and synthetic media, what they are, the consequences, and how to react to them.

3. Collaboration across industries

In order to tackle the problem head-on, members are actively seeking out collaborations with governmental agencies, police departments, banks, and other technology firms.

4. New technological developments

In order to better grasp the deepfake problems, technological developments, and possible solutions, techUK members are spearheading open source projects and thought leadership. 

The future of synthetic media

Things are about to change in a big way. Moving content creation from the real world to the digital world lets us do things we could never do before. Synthetic media is slowly becoming more realistic and easier to use, as well as getting better at what it does. It is essential to keep in mind, however, that the development of artificial intelligence and other technologies of a similar nature demands consideration of ethical issues. An organization must prioritize principles in all its actions, and both business policy and these new technologies should mirror these principles.