Rafe Blandford
Apr 16, 2019

The age of synthetic content raises the trust bar yet again

David Beckham's 'Malaria No More' campaign has raised fresh concerns around synthetic content. How can brands navigate this landscape?

The new Malaria No More campaign, featuring David Beckham speaking in nine languages about the need to stamp out the disease, was a strong example of technology’s power to do good in the world.

Yet there’s deep unease in some quarters about the automation that enabled the charity to synthesise Beckham’s voice. He isn’t, after all, fluent in all of the languages featured in the film.

This is the latest high-profile example...

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