Deep fakes. AI-generated faces and videos of leaders, sharing messages. Avatars that guide you and help you. Lots of bits of technology are pointing towards a possible future where the augmented reality or even the metaverse will play a role in communication, storytelling, and marketing (internally as well as externally).

Now, scientists at Lancaster University and University of California have studied reactions to AI-generated faces. Their results have been published in Proceedings of the National Academy of Sciences, showing that

“AI-synthesized faces are indistinguishable from real faces and more trustworthy”.

One possible scenario is that leaders will start using AI-generated videos as a supplement to their communications, to appear more trustworthy. We might need regulation here, for example a requirement to clearly mark the video as “this video is AI generated – but the content and message is real”.

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