What is synthetic media exactly? We probably all used synthetic media. Face filters that brighten up the video meeting, an automatic transcription for the subtitles of that tutorial video or the use of a digital clone because that one colleague did not have the opportunity to be present at the film shoot. These are all examples of synthetic media that open up a world of new possibilities for marketers or other business developers. Using synthetic media can bring some risks. In this article we explain these risks.
Can synthetic media create shadow IT?
Shadow IT is created when staff start using their own applications which have not been approved by the IT department. Many of the new synthetic media applications are currently in beta forms or coming directly from GitHub. That doesn’t stop marketers from experimenting with this. The question is, of course, whether the IT manager is happy with these new synthetic media features. Is this a new battle born between marketing teams looking for innovative digital creations and IT departments that stand for governance, security and consistency?
Media revolution
It won’t be long before the vast majority of media has been manipulated by artificial intelligence. This already happens much more often than expected. For example a smartphone camera settings are automatically adjusted as soon as a cat, human or food is photographed. Artificial intelligence is also used in the background in Teams or in filtering out the vacuum cleaner sound during a phone call with modern headsets. These are all examples of a real media revolution thanks to the use of artificial intelligence.
Finding the right balance using new synthetic media
IT managers have always been looking for the right balance between managing and standardising on the one hand and giving marketers and business developers sufficient space to make autonomous choices. The IT manager wants to create a safe working environment. At the same time staff should also have some freedom to implement their own applications and workflows to keep innovating.
Deepfake threats
These risks occur within organisations but the risks from outside are also increasing. Because how vulnerable is a company that uses applications based on artificial intelligence? It has hardly been proven how safe artificial intelligence is to use. And how easy is it now to deceive employees with deepfake voices, with the most terrible consequences? On average organisations are not prepared for this. History seems to be repeating itself again. Only after many cyber-attacks had taken place before digital security became an important topic for businesses and organisations.
Be prepared for synthetic media risks
At a time when cyber-attacks become more severe, a new wave of rogue IT may now emerge. If we also add the deepfake threats from outside to existing threats, it is important to make sure your organisation is prepared. Marketing managers should assess in collaboration with the IT department which AI applications are desirable for the development of successful business. Only then can we safely benefit from the many possibilities and promises of synthetic media.
Tech-Wales Business IT Support
At Tech-Wales we offer great business IT support combines with cyber security and online protection consultancy and services. We can provide you with quality IT support and set up or improve your business IT infrastructure to keep you safe from any attacks. Contact us today to discuss.