The Unreal #TechVision What departments are using synthetic data Machines creates synthetic people that can or content in the company, and who will be be used in cases where customers might fear held accountable if privacy is compromised judgment from others and actually prefer to 156 or customers feel duped? Finally, who will be speak to digital people. Yumi is one such the point person responsible if your company “autonomously animated digital influencer” falls prey to a deepfake or disinformation attack? that answers customers’ questions about their 157 Having these governance structures in place skin for P&G’s skincare brand SK-II. Yumi’s is imperative to handle the inherent risks baked realness can enable more seamless and into the unreal world. personal interaction – while simultaneously, its digital essence puts customers at greater Last but not least, genuine purpose is essential ease. Here, the purpose of using a synthetic to authenticity. In particular, businesses must person is clear on multiple fronts, and as such, define the purpose behind the use of synthetic is convincingly authentic. content, its advantage over non-synthetic content, and the key metrics that can attest to it. For instance, if your business uses a basic customer service bot simply to cut costs (as opposed to improving availability), there’s a good chance it’s not living up to its intended purpose of serving customers. However, if the purpose of using synthetic data in a model is to insert counterbias, thereby improving the output of the model, then it could be an authentic use of generative AI. As another example, Soul Introduction // WebMe // Programmable World // The Unreal // Computing the Impossible 69