Synthetic media (also known as “deepfakes”) are often considered dangerous. Manipulated videos of celebrities or politicians making egregious statements has shown us just how powerful their virality can be, and the impact it can have on society when it pits truth against fiction. But context matters and whether such content is deemed “good” or “bad” ultimately depends on why it was made. Creative uses such as hyper-realistic AI-produced videos, and even visual effects in films, will be increasingly ubiquitous. Adobe’s Director of Content Authenticity, Andy Parsons, and Henry Ajder, Head of Policy & Partnerships at Metaphysic and lead at Synthetic Futures, a community shaping a positive future for synthetic media, will discuss how synthetic media can be simple and ethical for creators.