Synthetic humans are generative AI models of culture, behavior and emotion. In her DLD26 presentation, Karin Immenroth, Global Chief Data Officer and Managing Director at Mediaplus Group, shows how these “humans we invented” are reshaping leadership decisions.
These models are “not avatars, not chatbots”, Immenroth explains, “but synthetic humans, which means generative models of culture, behavior and emotion.” Rather than representing individuals, they “represent probabilities of behavior”, Immenroth says. “I think we need to think of them as living hypotheses about society.”
Unlike traditional insights, which are based on analyzing the past, synthetic models enable leaders to “explore consequences before reality happens”, Immenroth says. “Synthetic models answer what could happen if we choose differently.”
This offers many opportunities but also comes with risks. “Synthetic humans don’t eliminate bias”, Immenroth warns. “They relocate it.”
Watch the video to explore this insightful talk in detail.
