Synthetic Media Producer Is the Latest Role Addressing Gen AI Ethics

IPG's Momentum Worldwide plans to fill the role, which aims to ethically and responsibly manage synthetic content, in the next year

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IPG’s Momentum Worldwide is preparing for the deluge of artificial intelligence-generated content.

The agency is creating the role of synthetic media producer to help reduce risks and mitigate liability when it comes to working with AI-generated content for its clients, which are growing increasingly concerned over its risks.

Sitting within Momentum Worldwide’s content strategy team and reporting to the agency’s head of global technology operations, the SMP will be responsible for assessing AI-generated content for factual inaccuracies, logical inconsistencies or biased outputs.

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