Synthetic media refers to any audio, video, image, or text content that has been generated or significantly altered by artificial intelligence rather than captured from reality or created entirely by human hands. It is the broad category term encompassing all AI-generated visual and audio content, from single generated images to full video sequences, AI voice synthesis, deepfakes, and any other media output produced primarily through machine learning systems.

The term has both a neutral technical meaning - simply describing media that is computationally synthesized rather than physically captured - and a contested cultural one, as synthetic media has become associated in public discourse with issues of authenticity, misinformation, and consent, particularly in the context of deepfakes and AI-generated images that are presented as real. In professional creative contexts, synthetic media is increasingly a standard component of legitimate production workflows, used to generate concept art, previsualise sequences, create special effects, produce training data, and generate content at scales impossible through traditional means. The same underlying technology that enables legitimate creative application also enables misuse, making media literacy and content authenticity tools increasingly important in a world where the line between captured and synthesized content is no longer visually apparent.

Understanding synthetic media as a category helps creators think clearly about the ethical, legal, and practical dimensions of AI-generated content. Transparency about the synthetic nature of generated material, appropriate use of AI tools within editorial and legal frameworks, and awareness of the rapidly developing landscape of content authenticity standards are all considerations for creators working with AI generation tools professionally.