ETHICS & RIGHTS
Disclosure, consent, provenance, watermarking and the difference between a synthetic presenter and a deepfake. The part that decides whether the work can run.
AI Slop
Generated content produced at volume without editorial judgement, recognisable by its smoothness, its symmetry and its complete absence of a point of view.
C2PA / Content Credentials
An open standard that attaches a signed, tamper-evident record of how a piece of media was made and edited, travelling with the file itself.
Deepfake
Synthetic media that depicts a real, identifiable person doing or saying something they did not, whether or not the intent is malicious.
Disclosure
Telling the audience that what they are looking at was made or materially altered by a generative model, in the place they will actually see it.
Hallucination
Confident invention: a model producing a certification mark, a statistic, a limb or a citation that does not exist.
Human in the Loop
A named person with authority to stop the run, placed at the points in a workflow where a wrong decision is expensive.
Voice Cloning
Building a synthetic voice from recordings of a real one, either quickly from a short sample or properly from a long one.
Watermarking
Embedding a machine-detectable signal in generated media so it can later be identified as synthetic.
Enough theory.
Bring us the launch and we will show you which of these terms is about to cost you a week.