The lines between “real” and “generated” media are becoming blurred. In 2026, “synthetic media” – content created or significantly enhanced by artificial intelligence— is becoming a standard professional tool digital marketing and corporate communication. From “digital twins” of executives delivering global messages to “hyper-realistic” product simulations, synthetic media is revolutionizing the way companies communicate. However, with this power comes the great responsibility of maintaining “authenticity” and “truth” in the digital age.
Benefits of scale and personalization
Synthetic media enables a level of scale and personalization never before possible. In 2026, global CEOs will be able to record a single video message and deliver it in perfect audio quality in 50 different languages using “AI dubbing and lip-syncing.”
In digital marketing, synthetic media allows for “personalized advertising creative.” Instead of seeing generic commercials, consumers might see ads that show products in their living rooms or where “brand ambassadors” speak directly about their specific interests. This is “content at the speed of thought” and is a huge driver of engagement and conversion.
The rise of the “digital twin”
A big trend in 2026 is the use of “digital twins” for professional training and customer service. These are high-fidelity, AI-powered avatars that look, sound, and behave like specific humans.
A “digital twin” of a company’s top salesperson can “talk” to thousands of potential customers simultaneously, answering questions and providing guidance with the same expertise as the original salesperson. For businesses, this enables the “democratization of expertise” and ensures that all customers have access to the highest level of service.
Ethics of “deep truth”
The power of synthetic media poses a huge risk of erosion of ‘truth’. In 2026, “deepfakes” are a major concern for brand reputation and enterprise security.
Professional organizations are responding with “digital provenance” technology. This includes using ‘watermarks’ and ‘blockchains’ to verify the origin and authenticity of all the media we produce. This is the “C2PA standard” (content provenance and authenticity) and is a requirement for reputable companies. In 2026, “verification” will be as important as “creation.” In digital marketing, synthetic media allows for “personalized advertising creative.” Instead of seeing generic commercials, consumers might see ads that show products in their living rooms or where “brand ambassadors” speak directly about their specific interests. This is “content at the speed of thought” and is a huge driver of engagement and conversion.
Conclusion: The future of expression
Synthetic media is the final step in the digitization of human experience. In 2026, it will be a tool for creativity, efficiency, and global connectivity. The goal of the expert community is to use this powerful technology to enhance human communication, not to replace it. By prioritizing transparency and trust, we can build a world where synthetic media is trusted and a force for change for good. A “digital twin” of a company’s top salespeople can “talk” to thousands of potential customers simultaneously, answering questions and providing guidance with the same expertise as the original customer. For businesses, this enables the “democratization of expertise” and ensures that all customers have access to the highest level of service.
