The Video of the Week

David Beckham delivers AI-generated, deep-fake multilingual malaria awareness

Back in Newsletter #146, I highlighted how deepfake videos (convincing but fake audio and video) “present real challenges, and surprisingly, opportunities for publishers”. Here, RG/A, Ridley Scott Associates and video startup Synthesia partnered produce a video of international superstar David Beckham speaking nine different languages, using Synthesia’s editing software. There is a good behind-the-scenes video about the editing technology in post-production, but what stood out to me is Synthesia’s new economics of deepfake editing: “10x [the] video output for a tenth of the costs of conventional production”.

7 Ingredients™ tags: Creative, Operations, Production

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