So far Synthesia has taken responsibility for these videos, and Riparbelli insists the company has made changes since they came to light. “One of the decisions we’ve made recently is that news content is only allowed on an enterprise account,” he says, explaining that the identity of people operating enterprise accounts has to get verified by his team.
“Content moderation has traditionally been done at the point of distribution. Microsoft Office has never held you back from creating a PowerPoint about horrible things or writing up terrible manifestos in Microsoft Word,” he says. “But because these technologies are so powerful, what we’re seeing now is moderation is increasingly moving to the point of creation, which is also what we’re doing.”content that is against its terms of service, he says.
Getting content moderation right will be key to Riparbelli being able to pursue the kind of avatars he’s dreaming about. He wants synthetic video to echo the evolution of text as it jumped from print to online. “The first website looked like a newspaper on the screen because that was what people could imagine at the time,” he says.
What would that evolution mean for Synthesia’s deepfakes? “Stuff like personalization is going to be obvious. And I think interactivity is also going to be a big part. Maybe instead of you watching a video, it’s going to be more like being on a Zoom call with an AI.”
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