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Ethics

Responsible use of Synthetic Media

1

People first. Always.

As a company pioneering this new kind of media we’re aware of responsibility we have. It is clear to us that artificial intelligence and similarly powerful technologies cannot be built with ethics as an afterthought. It needs to be front and centre, an integral part of the company: reflected in both company policy and in the technology we are building. It is also the reason why we are an active member of Content Authenticity Initiative which was started by Adobe in 2019.

2

We will not offer our software for public use. All content will go through an explicit internal screening process before being released to our trusted clients.

3

We will never re-enact someone without their explicit consent. This includes politicians or celebrities for satirical purposes. Our celebrity campaign with David Beckham won CogX Outstanding Achievement in Social Good Use Of AI Award in 2019.

4

We will continue to actively work with media organisations, governments and research institutions to develop best practices and educate on video synthesis technologies.

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"Synthesia is changing how my clients enter the global marketplace by delivering a hyper-local impact. In my world where language is so crucial it makes huge difference. The process itself is so advanced you can’t tell your actor is not a native speaker!"

Tanya Bogin
Craft WW