IPG’s Momentum Worldwide prepares for the deluge of artificial intelligence-generated content.
The agency creates the role of Synthetic Media Producer to help reduce risk and mitigate liability when it comes to working with AI-generated content for its clients, who are increasingly concerned about its risks .
Part of Momentum Worldwide’s Content Strategy team and reporting to the agency’s Head of Global Technology Operations, the SMP will be responsible for evaluating AI-generated content for factual inaccuracies, logical inconsistencies or biased results. They will educate customers about the possibility of hallucinations and how to ensure accuracy before using AI-generated results, integrate deepfake detection into workflows, and monitor synthetic media regulations. They will serve as a liaison between the agency’s legal, technical and creative teams and can earn between $80,000 per year and $160,000 and more depending on seniority.
“There is a lack of transparency about what information generative AI platforms (are) trained on, what rights exist within that body of data, and what rights were violated in order to achieve the results,” said Jason Snyder, Chief Technology Officer at Global Momentum. “It’s a big problem and, frankly, a barrier to being able to adopt this technology and integrate it into everything at scale.”
Synthetic content – any production partially or entirely produced by the AI generation, such as deepfakes – increased tenfold across all sectors between 2022 and 2023, according to Search Sumsubwith an increase of 1,740% in the United States. Generation AI Content Risks Become Clearer: Google’s Gemini Chatbot Suspended After images created depicting people of color wearing German military uniforms from World War II.
Currently, Momentum appears to be the only one creating this role. Headhunters have seen the integration of AI generation tools and results into roles within functions such as art directors, video producers, content strategists and media producers, but they have not yet to see the term used in job titles in marketing. LinkedIn did not have any data on role growth.
Other IPG agencies are considering how best to insert a human curation phase to review AI-generated content before clients see it, and synthetic media producers are one example, a door said -speech.
“We’re seeing investment in content development,” said Mark Wagman, chief executive of MediaLink. “Whether it’s helping understand the impact of deepfakes or helping a legal team understand how generational AI solutions may require changes to ethical guidelines, there is certainly a race for talent that can help navigate the buyer side of this market through the next era. »
Main characteristics of the role
Through the SMP role, Momentum can address threats posed by intellectual property and copyright issues, ethics violations, data degradation, hallucinations, and deepfakes. They will stay current on regulatory changes surrounding synthetic media, contributing to the organization’s ethical AI strategy, such as mitigating societal biases in AI solutions. They will also help the agency’s legal advisors select reputable generational AI vendors, describe their potential constraints, and draft client agreements regarding the use of data for AI training.
