Companies view deepfakes as cause for attention and concern, and it’s easy to see why. Almost anyone can access deepfake technology to make a convincing video of someone saying things they never said.
But this focus on negative implications has led most companies to overlook a new opportunity. Ultimately, these technologies are about creating realistic but synthetic data that can have real value. There are applications for industries ranging from entertainment to education to health and life sciences. With the proper technological and ethical approaches, synthetic data capabilities can drive significant business value. And today, much of that value is still untapped.