Synthetic media and influencer marketing- A tale of two sides

Synthetic media and influencer marketing: A tale of two sides

By Sreeram Reddy Vanga

In an age marked by continual content consumption, technological advancements and the reduced need for extensive human involvement empower individuals to actively create rather than solely consume. A noteworthy outcome of this evolution is synthetic media, where artificially generated content provides a platform for individuals who may not conform to the traditional influencer archetype. Offering brands novel ways to connect with their audiences, synthetic media has unlocked novel dimensions for brand marketing.

What is synthetic media?

Synthetic media’s evolution stems from altering digital content through computers to modify existing media or generate new content. From the early days of Adobe Photoshop in the 1990s to the recent phenomenon of ‘Deepfakes,’ a term that emerged in a 2017 Reddit thread, deep learning algorithms have exponentially enhanced the ability to manipulate images and videos seamlessly. Unlike traditional photoshopping, synthetic media employs deep learning, progressively improving its ability to create “digital twins” that closely resemble real individuals.

Opinions on AI-generated media vary. Getty Images and Shutterstock took a strict stance, banning AI-created visual art. Similarly, YouTube recently implemented restrictions, disallowing AI music covers and content mining well-known individuals, especially those in the public eye. In contrast, Google maintains an open approach to AI-generated content as long as it doesn’t manipulate search result rankings. Companies such as OpenAI, Alphabet and Meta platforms have voluntarily committed to safety measures, including using watermarks on AI-generated content.

Deepfakes: boon or bane?

While the current narrative emphasises deepfake technology as a potential threat, the future narrative suggests it could become a significant business advantage. From pioneering the world’s first synthesised, presenter-led news reports to promoting public health and safety issues in the education and healthcare industries, the technology has been put to good use.

On the contrary, deepfakes can also be used to create realistic but false videos or audio recordings, leading to the spread of misinformation and manipulation of public perception. Therefore, a measured approach is necessary to monitor the progress of this technology and better understand its implications.

Rising role of synthetic influencers

Virtual influencers – digital avatars brought to life by synthetic media- have recently captured much attention. The appeal is apparent- these influencers give marketers creative flexibility, allowing them to explore interesting narratives. Furthermore, they are relatively simple to manipulate and reprogram.

Despite lacking physical existence, computer-generated models like Lil Miquela or Miquela Sousa lead active lives on social media. Notably, Lil Miquela earned a spot on TIME Magazine’s “25 Most Influential People on the Internet.” Regardless of being exclusively business vessels, they have developed into an advantageous, economical tool for marketers. And as technology evolves, these virtual influences will become even more real-looking and less synthetic.

What synthetic media’s rise means for brands

As technology advances, the advancement of creative tools escalates, necessitating strategic reflections on the role of synthetic media in advertising. User-friendly AI tools not only enhance efficiency by eliminating monotonous tasks but also unlock unprecedented creative expressions, enriching diverse experiences. Despite challenges in cost and complexity for smaller brands, synthetic media, powered by advanced algorithms and machine learning, offers an efficient solution for generating realistic images, videos, and audio. Brands are pondering how to wade into this artificial media landscape, exploring avatar product visualisations and reshaping content creation in ways we hadn’t even dreamed of a few years back.

Additionally, to handle the ethical aspects of synthetic media, brand marketers should focus on clear communication, obtaining user consent, and following industry guidelines. Collaboration with ethical AI developers and regular content assessments are key for maintaining transparency and trustworthiness.

As synthetic media gains traction across various sectors, including the influencer industry, traditional advertising, film, and TV, its integration into the mainstream seems inevitable. Incorporating synthetic media into brand marketing strategies can be delicate and requires thoughtful consideration. While it may come naturally to companies with a tech-forward approach, those placing high value on human interaction should exercise caution. Gaining audiences’ trust requires finding a balance between pushing the limits of creativity and ensuring that it is used ethically. Therefore, even if virtual influencers may guarantee your customers an unmatched experience, will they be able to establish genuine relationships? To answer the question effectively, it’s essential to consider your audience’s needs and your campaign goals, avoiding the temptation to follow trends blindly. I recommend using synthetic media in a way that aligns with your messaging and values for a more authentic impact.

The author is CEO and co-founder of Kofluence

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