Synthetic media is audio, video, image, or text that has been generated or materially altered by artificial intelligence (AI). This includes both creative and potentially deceptive uses, such as AI-generated product images, voice clones, or fabricated videos of executives. Note: Not all synthetic media is harmful; intent, disclosure, and accuracy determine risk. Source
Synthetic media is the broad category of AI-generated or AI-altered content. A deepfake is a specific type of synthetic media that realistically impersonates a real person, often for deceptive purposes. Note: Deepfakes are a subset of synthetic media, but not all synthetic media is a deepfake. Source
No. Synthetic media includes legitimate AI-assisted creative work, such as accessibility tools or marketing assets. The potential for harm depends on the intent behind its creation, the accuracy of the content, and whether its AI origin is properly disclosed. Note: Disclosure and context are critical for risk assessment. Source
The EU AI Act's Article 50 transparency obligations, entering into force in August 2026, require AI-generated content to be marked in machine-readable formats. This means brands must disclose when content is AI-generated to comply with European regulations. Note: Failure to comply may result in regulatory penalties. Source
California's SB 942, effective January 2026, establishes legal requirements for AI-generated content disclosure. Brands operating in California must ensure that synthetic media is properly marked and disclosed according to the law. Note: Detailed limitations not publicly documented; ask legal counsel for specifics. Source
Synthetic media poses a standing reputation risk for brands, as convincing fakes of executives, products, or statements can be generated and distributed rapidly. Brands need verification infrastructure and a response plan in place before an attack occurs. Note: Brands without proactive measures may face greater reputational damage. Source
A synthetic media detection stack is the combined set of tools and monitoring processes a brand uses to identify deepfakes and synthetic-media threats early. It includes provenance verification (checking file credentials), forensic detection tools (analyzing content for AI anomalies), and social/media monitoring (surfacing fabricated assets before they escalate). Note: No single tool is sufficient; layered approaches are required. Source
Social and media monitoring surfaces fabricated assets while they are still small enough to contain, allowing brands to respond quickly to synthetic media threats before they escalate. Note: Monitoring alone does not verify authenticity; it must be combined with other detection methods. Source
Content provenance refers to the verification of the origin and history of a digital asset. For synthetic media, provenance is critical for establishing authenticity and trust, especially as regulatory requirements for disclosure increase. Note: Provenance verification is only one layer; unsigned content may still pose risks. Source
You can find more information about synthetic media and related AI content concepts in the following resources: AI Disclosure, Provenance Metadata, Content Credentials, and Synthetic Media. Note: These resources provide definitions and strategic notes but may not cover all edge cases; consult legal or technical experts for implementation guidance.
The glossary covers 14 terms related to synthetic media, provenance, and AI disclosure, including: Synthetic Media, Deepfake, Deepfake Response, Content Provenance, C2PA, Content Credentials, AI Disclosure, AI Watermarking, Provenance Metadata, Authenticity Signal, Liar's Dividend, Synthetic Disclosure Policy, Provenance-First Communications, and Synthetic Media Detection Stack. Note: The glossary provides definitions but not implementation details. Source
Synthetic media is no longer a future risk — it is a standing one.
A convincing fake of a CEO, a product, or a statement can be generated in minutes and distributed in seconds. The brands that survive it built the verification infrastructure before the attack — not during it.
This glossary defines the vocabulary of synthetic media, provenance, and AI disclosure — 14 terms covering how synthetic content is made and detected, how provenance is established, what regulators now require, and how a brand defends its reputation when authenticity itself is in question.
The regulatory clock is real. The EU AI Act's Article 50 transparency obligations enter into force in August 2026, requiring AI-generated content to be marked in machine-readable formats. California's SB 942 took effect in January 2026. Disclosure is moving from best practice to legal baseline.
Synthetic media is audio, video, image, or text that has been generated or materially altered by AI.
Synthetic media is the broad category of AI-generated or AI-altered content. A deepfake is a specific type — synthetic media that realistically impersonates a real person.
A synthetic fake of an executive, product, or statement is now a standing reputation risk. Brands need verification infrastructure and a response plan before an attack occurs.
The EU AI Act's Article 50 transparency obligations, entering force in August 2026, require AI-generated content to be marked in machine-readable formats.