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A new SogetiLabs book has just been released: “Real Fake, playing with reality in the age of AI, Deepfakes and the Metaverse” (there’s also a Dutch version, “Echt Nep”). It’s the result of a two year’s exploration of the essence and impact of the new synthetic media revolution. Just now that both Mark Zuckerberg and Satya Nadella have announced their ambitions to create a metaverse, the book seems well timed (to say the least). The metaverse itself was already described in detail in our 2007 book “Me the Media”. This is what we call The Long Nose of Innovation. It takes time for technology to get more widely adopted, the metaverse is on its way, slowly, slowly, slowly, but surely,
Our “Real Fake” journey started in Oxford with a team that was put together by professor Luciano Floridi. It’s from this meeting that the idea for the protagonist of our story: the Homo Syntheticus as an actor in a theater of your own life.
One of the first readers was the CEO of Forrester, George F. Colony. This is what he has to say bout the book:
“Real Fake educates, terrifies, and stimulates simultaneously. Nascent synthetic media technology has the potential to create mayhem or happiness for society — the authors brilliantly paint a picture of how this battle will play out over the next ten years. And most interestingly, they predict the “democratization of creativity” — how the new digital tools will unleash a dynamic and vital era of marketing, commerce, and art.”
We hope the book will be a useful guide for organizations, institutes and individuals in making sense of the real fake media expansion and the Metaverse.
Get your copy now!
