Synthetic Media & AI Disclosure Glossary
Synthetic media is no longer a future risk — it is a standing one.
A convincing fake of a CEO, a product, or a statement can be generated in minutes and distributed in seconds. The brands that survive it built the verification infrastructure before the attack — not during it.
This glossary defines the vocabulary of synthetic media, provenance, and AI disclosure — 14 terms covering how synthetic content is made and detected, how provenance is established, what regulators now require, and how a brand defends its reputation when authenticity itself is in question.
The regulatory clock is real. The EU AI Act's Article 50 transparency obligations enter into force in August 2026, requiring AI-generated content to be marked in machine-readable formats. California's SB 942 took effect in January 2026. Disclosure is moving from best practice to legal baseline.
Terms in this glossary
FAQ
What is synthetic media?
Synthetic media is audio, video, image, or text that has been generated or materially altered by AI.
What is the difference between synthetic media and a deepfake?
Synthetic media is the broad category of AI-generated or AI-altered content. A deepfake is a specific type — synthetic media that realistically impersonates a real person.
Why does synthetic media matter for brands?
A synthetic fake of an executive, product, or statement is now a standing reputation risk. Brands need verification infrastructure and a response plan before an attack occurs.
What is the EU AI Act's role in AI disclosure?
The EU AI Act's Article 50 transparency obligations, entering force in August 2026, require AI-generated content to be marked in machine-readable formats.