Skip to main content Skip to footer

The unreal - making synthetic, authentic

June 17, 2022

The big picture

Indiscernible fakes exist, so as synthetic realness progresses, we must focus on authenticity.

The analysis: The rise of the unreal world


of healthcare executives agree that their organizations are committed to authenticating the origin of their data and genuine use of AI.

Things to look out for: Bad actors in the unreal world

Actions to take: Elevating authenticity


One way to verify the provenance of digital content and identity – thereby demonstrating authenticity – is through use of distributed ledger technology (DLT). No matter what technologies you use, establishing provenance will be critical as your organization increasingly deals with potential deepfakes and disinformation.


Prepare to deal with the challenges that arise with the use of AI. Take stock of the policies your business must adhere to with respect to generative AI specifically. Much of this space is yet to be defined, so where there isn’t guidance, you’ll need to define your own policies based on your services, products, customers and values.


Having governance structures in place is imperative. Decide who is responsible for having these tough conversations and what committees are drafting internal policies. Who will be held accountable if privacy is compromised? Who will be the point person responsible if your organization falls prey to a deepfake or disinformation attack?


Define the purpose behind the use of synthetic data and content. What are the key metrics that can demonstrate the advantage of synthetic over non-synthetic content? For instance, if your organization uses a chat bot just to cut costs, there’s a good chance it’s not living up to its intended purpose of serving people.


About the Authors

Brian Kalis

Managing Director – Strategy Lead, Health, Accenture

Jenica McHugh

Managing Director – Technology Strategy, Global

Kaveh Safavi, MD, JD

Senior Managing Director – Consulting Global Health

Andrew Truscott

Managing Director – Health, Technology Lead, Global

Visit our Subscription and Preference Center