2020 Digital Media Licensing Conference (DMLA)

AI is now capable of producing synthetic content which is nearly indistinguishable from the real thing. In a Covid-19 world, advertisers are using synthetic content to conduct virtual photoshoots instead of sending photographers into the field. Companies are generating artificial people, who can be customized by race, gender and age, and can replace models (and potentially eliminate the need for model releases) in both footage and stills. Deepfakes are presenting existential threats to the veracity of footage, and many companies are rising to the challenge of defeating this threat. And everyone in the field is grappling with the legal challenges created by computer-generated content. Join Getty Images, Generated Photos, and more to explore the emerging world of synthetic content and its impacts on our industry.