The rise of synthetic media
Artificial intelligence tools can now generate highly realistic visual and audio content. These manipulated or entirely fabricated digital creations are becoming increasingly prevalent in commercial communications.
Psychological barriers
Relying on these technologies carries significant risks for maintaining brand authenticity. The well-known psychological hypothesis suggests that human-like entities that appear slightly imperfect will trigger eerie and unsettling reactions in viewers.
Because audience trust is fragile, marketing teams must be cautious when replacing human presenters with digital avatars and when evaluating synthetic audio.