311 Institute codex · Generative AI and deepfakes
What happens when machines make most of the content we see?
We already live in a world swamped with content. As new creator tools emerge and AI-powered creative machines get better at making deepfakes and synthetic content, the economic and societal implications will be significant.
In short
The Future of Synthetic Content is a 161-page codex by futurist Matthew Griffin, founder of the 311 Institute, on generative AI, synthetic media and deepfakes. The third edition, published in January 2022, explains how creative machines make content, how content workflows will be automated, and what synthetic audio, characters, imagery, text, video, VFX and worlds mean for business and society.
Who it is for: It is for leaders in media, entertainment, marketing, publishing, gaming and technology, and for the teams responsible for content strategy, brand safety and trust.
Content, re-made by machines
We have already reached the point where global business, culture and society can be disrupted in a single day.
This codex explores the technologies behind generative AI, synthetic content and deepfakes, their use cases, and their impact on society.
What you will explore
Generative AI, synthetic content and deepfakes explained.
How synthetic content is being made and used.
The economic and societal implications.
Key findings
Bring the codex to your organisation
Book Matthew Griffin for a keynote session, executive briefing session or foresight workshop session built on this codex. Or start with a free 15-minute expert call.
Questions and answers
Synthetic media, or synthetic content, is digital content synthesised by machines rather than made by people. Matthew Griffin's codex covers seven forms, synthetic audio, characters, imagery, text, video, VFX and worlds, produced by AI-powered Creative Machines either automatically or in collaboration with human creators.
Deepfakes are one form of synthetic content. The codex defines synthetic content as any digital content synthesised by machines, from adverts, articles and books to soundtracks, games and movies. Deepfakes are the realistic fakes that have already been used countless times to sow confusion, division and mistrust among communities and nations.
Generative AI will democratise content creation and automate the workflow. The codex predicts that your voice will be enough to create content, with Creative Machines providing the rest, and that machines will become both the tools and the creators, producing content non-stop at a volume that makes today's torrent look like a trickle.
The biggest risks are misuse and lost trust. The codex warns that every technology is a blank slate that can be used for good or harm, that deepfakes threaten to undermine democracy, and that developers, consortiums and governments need safeguards, protections and regulation to limit or even eliminate the downsides.
Matthew Griffin, futurist, keynote speaker and founder of the 311 Institute, wrote the codex as part of his Codex of the Future series. 311 Institute runs keynote sessions, executive briefing sessions and foresight workshop sessions on generative AI, synthetic media and deepfakes for boards and leadership teams.
The codex is free to download from this page after a short form. It is a 161-page PDF, the third edition published in January 2022, covering creative machines, content workflow automation, synthetic content generators and use cases across audio, characters, imagery, text, video, VFX and worlds.
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