AI-generated and mixed realities are blurring the boundaries of ‘truth’ and challenging how we value it. Synthetic realities have reached new heights of sophistication, sparking controversy, and also fascination, about its creative possibilities.
Customers will increasingly expect brands to meet them halfway to supplement the realities they desire. Next, they will expect reality to adapt to them in real-time without any conscious request. And the role of designers will be to set the stage on which these experiences happen, often curating AI systems rather than designing themselves.
This is not, in fact, a brave new world, but the latest iteration of a long history of re-defining truth and reality through media manipulation. Taking a journey through the latest advances, we’ll see how synthetic realities will rapidly transform culture and the creative industries and throw up a number of ethical challenges.