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Synthetic Media – The Future of Content Generation?
Prof. Dr. Stefan Stieglitz
About the research project
Team: Prof. Dr. Stefan Stieglitz, Sünje Clausen (University of Potsdam)
Project period: Mai 2022 – November 2023
Content generation is one of the core tasks of corporate communications, which could be implemented more quickly and cost-effectively using synthetic media. Synthetic media” is computer-generated content (images, videos, audio, text) that is created or modified using artificial intelligence methods, among other things.
A research project at the University of Potsdam investigated one aspect of synthetic media: Virtual avatars active in social media (virtual influencers). In cooperation with the partner company Sanofi, requirements for virtual influencers in corporate communications were collected and a prototype for a virtual influencer was developed.
- a brief introduction to influencer communication
- potential benefits and challenges of virtual influencers
- tips for the process of designing and leveraging a virtual influencer
- Sanofi case study
- In the first step, previous findings on the topic were collected and systematically processed by means of a literature and Internet analysis.
- Subsequently, a workshop was held with Sanofi to identify application scenarios and requirements for virtual influencers in corporate communications. Based on the results, the virtual influencer “Sam” was developed, who completes a pharmacy internship at Sanofi and informs followers about digitalization in the healthcare industry.
- Sam’s animated posts were published on Sanofi Germany’s Instagram page. The research report presents empirical values and recommendations resulting from the prototype implementation.