What does Synthetic media mean?

What is synthetic media?

Synthetic media is a generic term for digital content that is wholly or partially created using artificial intelligence, algorithms or automated systems. It can be text, images, video, audio, music or virtual characters that are not traditionally produced, but generated or modified by software.

The term covers both media that is created from scratch and media that is manipulated in a way that makes it appear real. This is why synthetic media is often associated with AI-generated content, deepfakes, virtual hosts, voice cloning and automated content production.

In Danish, synthetic media can be translated to synthetic media, In practice, the term is often used in marketing, technology, media and communication. This is mainly because the field is developing rapidly and many tools and technical terms come from the international tech world.

Why has synthetic media become so important?

Synthetic media has become relevant because the technology is now powerful enough to create content that looks compelling, professional and human. It enables businesses, media and creative professionals to produce more content faster and often cheaper than before.

At the same time, the development of generative AI has made synthetic media a key topic of public debate. Many see great opportunities for innovation, while others focus on the risk of misinformation, manipulation and loss of trust in digital media.

It is precisely this double meaning that makes the term important.

On the one hand, synthetic media opens up new creative and commercial opportunities. On the other hand, it places greater demands on ethics, transparency and source criticism.

Examples of synthetic media

Synthetic media comes in many forms and the technology is already being used in everyday life, business and entertainment. Some examples are obvious, while others can be hard to spot without technical knowledge.

• AI-generated images created from text descriptions
• Videos with digital avatars reading out a script
• Voices cloned and used for reading aloud or customer service
• Deepfake videos where a person's face or voice is imitated
• Automatically generated articles, product texts or social posts
• Virtual influencers and digital personalities on social media
• AI-created music, voiceovers and sound effects

This means that synthetic media is not just about sensational deepfakes. It's also about ordinary workflows where content is produced, scaled or personalised using AI.

From entertainment to business value

Many people associate synthetic media with social media and viral videos, but the technology is now used much more widely. Companies use it for e-learning, marketing, internal communication, product presentations and automated customer dialogue.

For example, a company can produce the same video message in many languages using a digital avatar and AI voice. This saves time and resources, especially when customising content for different markets.

How synthetic media works

Synthetic media is typically created using machine learning and big data. An AI model is trained on existing content, such as images, video, voices or text, and learns patterns, style, structure and context. It can then generate new content that is similar to the material it was trained on.

When a user types a prompt, uploads an audio file or chooses a visual style, the system uses this information as a starting point. The result can be anything from a realistic portrait to an artificial newsreader or text that sounds like it was written by a human.

The better the data and modelling, the more convincing the output will be.

This is one of the reasons why synthetic media has gone from a niche technology to a widely used tool in just a few years.

Generative AI as an engine

Generative AI is the driving force behind much of what is now known as synthetic media. This includes language models, image generators, voice models and video systems. What they all have in common is that they can create something new based on patterns in previous data.

This doesn't necessarily mean that the content is true, original or neutral. It only means that the system is able to produce something that looks very convincingly like man-made content.

The difference between synthetic media and deepfakes

The terms are often used interchangeably, but they don't mean the same thing. Synthetic media is the broad category, while deepfakes is a specific type of synthetic media where a person's face, voice or identity is digitally mimicked or manipulated.

So all deepfakes are synthetic media, but not all synthetic media are deepfakes. For example, an AI-generated product text or a digital avatar with no connection to a real person is not necessarily a deepfake.

• Synthetic media: All AI-created or AI-manipulated media content
• Deepfakes: A subcategory where a real person is impersonated or faked
• Use: Synthetic media can be legitimate and useful, while deepfakes are often associated with greater ethical and legal risks

It's important to know the difference, otherwise the debate quickly becomes too one-sided. Synthetic media can be an effective and responsible tool if used openly and thoughtfully.

How is synthetic media used in marketing?

In marketing, synthetic media offers new opportunities to produce and customise content at scale. This is especially true for organisations that work with multiple audiences, multiple languages or frequent cross-channel campaigns.

For example, a campaign video can be released with different voiceovers, faces or messages depending on the market and target group. The same goes for product images, advert variants and texts for email, social media and webshops.

• Faster content production
• Lower costs when scaling
• Easy personalisation of messages
• Local customisation options in multiple languages
• More flexible testing of creative variations

For marketing teams, synthetic media is therefore not just about technology, but also about efficiency, speed and better utilisation of creative resources.

SEO and content production

In SEO, synthetic media is mainly used to support content production. AI can help with research, structure, drafting, image generation and versioning of existing content. This makes it easier to produce relevant texts faster, but the quality still depends on human expertise and editing.

Google is increasingly focussing on quality, credibility and usefulness rather than whether content is written with or without AI. Therefore, synthetic media in SEO should be used as a tool and not as a shortcut to mass production without quality assurance.

Advantages of synthetic media

There are many reasons why synthetic media is on the rise. When used responsibly, it can create real value in communication, education, customer service and digital marketing.

• Scalability: The same message can be produced in many formats and versions
• Speed: Content can be created and updated much faster
• Availability: Text, voice and video can be customised for multiple audiences
• Cost-effectiveness: Less need for large productions in certain contexts
• Creative experimentation: Quick tests of ideas, styles and formats

For smaller businesses, synthetic media can help lower the barrier to working professionally with content. It makes it possible to produce material that previously required a larger budget or an external agency.

Challenges and risks

While synthetic media offers many opportunities, it also comes with significant challenges. The biggest concern is often about credibility. When fake or manipulated media looks real, it becomes harder to assess what can be trusted.

It's not just politics and news media. Companies can also be affected if their brand, employees or spokespeople are impersonated in fake content. In addition, synthetic media can create legal and ethical issues if copyright, personal data or consent are not respected.

• Spreading misinformation and disinformation
• Abuse of voices, faces and identities
• Uncertainty about copyright and ownership
• Declining trust in digital content
• Bias and errors in AI models
• Lack of transparency about how content is created

That's why responsible use is essential.

The more realistic synthetic media becomes, the more important it becomes to clearly label content, document processes and have clear internal guidelines.

Ethics and transparency

A key question is whether the recipient knows that the content is synthetic. In many cases, this is not a problem if the use is clear and legitimate. The problem arises especially when synthetic media is used to hide manipulation or create false authenticity.

For businesses, transparency is therefore not only an ethical choice, but also a matter of brand trust. If customers feel misled, technology can do more harm than good.

Relevance in media, education and society

Synthetic media doesn't just affect marketing and technology. It's also impacting journalism, education, public communication and culture. In education, AI-created explainer videos and voices can make learning more accessible. In media, the technology can be used for visualisation, translation and production.

At the same time, synthetic media challenges our understanding of documentation and evidence. An image or video has traditionally been considered strong evidence, but that assumption is no longer as certain. This makes media literacy and digital source criticism more important than ever.

For the general public, synthetic media is not just a technical buzzword. It is a concept that has a direct impact on how we communicate, learn, act and orientate ourselves digitally.

How do companies best approach synthetic media?

Organisations should see synthetic media as a strategic tool, but not as a solution without consequences. This requires a clear framework for when the technology is used, who approves content, and how to ensure quality, ethics and legislation.

• Define an internal policy for the use of AI and synthetic media
• Be clear about when content is generated or manipulated
• Ensure human quality assurance before publishing
• Explore rights, consent and data protection
• Use technology where it creates real value for the recipient

The key is not to use synthetic media as much as possible, but to use it right. Technology should strengthen communication and user experience, not weaken credibility.

The future of synthetic media

The pace of development is fast and synthetic media is likely to become even more integrated into digital products and workflows. We'll see more realistic avatars, better voice models, more accurate translations and even stronger tools for automatic content production.

At the same time, regulatory, labelling and liability requirements will also increase. Consumers, businesses and authorities alike will need clearer standards for how synthetic content can be used and how it should be identified.

The future is therefore not just about what synthetic media can do technically.

It's also about how we choose to use technology in a way that maintains trust, quality and transparency.

Conclusion: What does synthetic media mean?

Synthetic media, in short, means media that is created or altered using artificial intelligence and advanced software. It covers everything from AI texts and digital avatars to voice cloning, image generation and deepfakes.

The term is important because it describes a technology that is already impacting marketing, media, communication and society. Synthetic media can make content production faster, cheaper and more flexible, but it can also create serious challenges if used without responsibility.

For Danish companies, communicators and digital users, it is therefore worth understanding what synthetic media is, how it is used and what opportunities and risks it brings. The better we understand the technology, the better we can use it wisely.