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AI for communications teams
Generated media, provenance, and the difference between a model being wrong and a person lying.
Generative AI
A type of AI that produces new content such as text, images, audio or video from patterns learned from many examples.
Text generation
A system produces new written words from a prompt, patterning its output on examples seen during training.
Image generation
Software can create new pictures from prompts or other inputs by learning visual patterns from many examples, then producing a fresh image rather than retrieving one file.
Deepfake
A deepfake is an AI-generated or heavily altered image, audio clip or video that convincingly imitates an identifiable real person, usually in a recording or event that did not happen as shown.
Synthetic media
Synthetic media is text, images, audio or video generated or substantially altered by software, often AI, so it can resemble authentic material.
Watermarking and content provenance
Content provenance records claims about origin and edits, while watermarking embeds a detectable signal that may indicate a source or how media was made.
Misinformation and disinformation
False or misleading content can spread by mistake or on purpose, and the difference matters because intent changes how we respond.
Hallucination
A generated answer that sounds plausible but includes false, unsupported or invented details.
Citation (in AI answers)
A citation in an AI answer points you to a source passage or document intended to support a specific claim.
Accessibility
Designing tools, content and services so people with different disabilities can use them effectively, safely and with dignity.