From a manipulated video of the Ukrainian president supposedly encouraging surrender to Russia to memes sprung from images generated from AI tool DALL-E, we’ve seen the range of possibilities and impact for deepfakes and other AI-generated media, otherwise known as synthetic media. So, how do we affect the course of this rapidly evolving medium? With our Partner community, Partnership on AI (PAI) has created a framework on how to ethically and responsibly develop, create, and share deepfakes. Hear from leadership at PAI, Adobe, and WITNESS on the development of PAI’s Responsible Practices for Synthetic Media, which took into account input from tech platforms, media organizations, individuals impacted by deepfakes, policy professionals, journalists, ethicists, creatives, and academics.