Generative media lets an organization keep a recognizable person speaking without a new performance — and a synthetic use can be fully authorised and still mislead. SKF's AI recreation of Greta Garbo was made with the estate's permission and still drew public debate; public figures are now filing trademarks to fence off their voices; and the EU AI Act's disclosure duties have applied since August. This briefing sets out a seven-stage control stack, a risk matrix, an identity rights ledger and a 30-day readiness sprint.
What is inside
- 01What Changed
- 02Why This Is a Communications Governance Problem
- 03The Artefact91 Synthetic Identity Control Stack
- 04The Synthetic Identity Risk Matrix
- 05Consent Is Not the Same as Audience Understanding
- 06Disclosure Is Becoming a Governance Standard
- 07The Rights Landscape Is Fragmented
- 08Build an Identity Rights Ledger
- 09Posthumous Use Needs an Extra Test
- 10The Spokesperson Contract Has Changed
- 11When Synthetic Identity Becomes a Crisis
- 12A 30-Day Readiness Sprint
- 13The Strategic Question