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Issue #61 – Real Fake

Sander Duivestein
April 26, 2022

On the 15th of October our book “Real Fake – Playing with Reality in the Age of AI, Deepfakes and the Metaverse” has been released. It is our take on synthetic media, deepfakes, fake news, conspiracy theories, memes, internet culture, Generation Z and Alpha, crypto, narrative economics, virtual humans, CGI influencers, vTubers, NFTs, DAOs, VR, Web3, the Creator Economy and the Metaverse. Real Fake is about how humans continuously manipulate reality and how new digital technology tools enable us to go one step further in this ancient game.

Twitter Trends 2022

“These are the 3 trends marketers can’t miss in 2022: The Great Restoration (How can your brand step up as humanity regroups and restores?), Fan-Built Worlds (Your fans own your brand … now what?), and Finance Goes Social (How can the crypto mindset transform your brand?)”

Download the complete report here.

Cannamoms On TikTok

“The #cannamom tag is a safe space built by women who feel that using cannabis has helped them to be better mothers. They share their experiences of parenting while medicated and battle the stigma that comes with using marijuana as a mom, while also attempting to skirt TikTok rules and regulations that ban content dealing with drug use.”

Will Web3 Free Our Virtual Selves?

“Web1 was decentralised, founded on open protocols – operating rules for the network – like the ones still used for email or websites. Web2 was the internet built by platforms such as Facebook or Google, the companies owning the data on which our economies now depend. Web3 is the internet emerging on decentralised blockchains, such as Bitcoin or Ethereum, which no one owns or controls. […] Web3 combines the best of both worlds: the decentralisation of Web1 and the immersion and interaction of Web2. […] As for Web3, the project is just beginning, but its intent is clear: to replace the feudal rule of the platforms with something approaching a democratic order. Everything will have to be owned by everyone, starting with their digital identities, as opposed to identities being owned by platforms and then sold to advertisers without our consent. Instead of private databases, the decentralised blockchain with no single point of control. Instead of decisions by company boards, governance models that allow all community members to vote. […] With the emergence of Web3 we are witnessing an online re-enactment of modern European history.

Mutiny, Which Personalizes Website Copy And Headlines Using AI, Raises $50M

Mutiny focusses on a new business model based on GPT-3 –> Letting AI’s improve websites to optimize conversion. The AI is learning from a proprietary data set of hundreds of standardized, anonymized buyer attributes and the content that leads them to convert. Simply put: tasks of marketeers are being automated. The founder even believes that the skills gap in marketing will be one driver of future growth.

Mutiny — whose AI also learns from different customers’ site data — can generate copy for a website based on what has worked for another, adjacent brand’s audience. […] Via AI startup OpenAI’s API, Mutiny taps GPT-3, an AI system that can generate convincingly human-sounding text. While Mutiny initially applied GPT-3 only to site headline suggestions, the company eventually began applying the model to whole-page generation, leveraging Mutiny’s customer data to tune GPT-3 for the purpose.”

Unlearn.AI Works On Digital Twin Product Replicating The Characteristics Of Patients In Trials

A future where doctors can simulate the effects of all possible treatments on patients’ digital twins to determine the most effective course is admittedly ambitious. That’s perhaps why Unlearn.AI, a startup which today announced that it raised $50 million in a Series B funding round, started with clinical trials. Unlearn’s digital twin product replicates the characteristics of patients in trials to enable what the company claims are smaller, faster studies, built on a combination of AI and historical data.”

MUST WATCH: Meta Quest Gaming Showcase 2022

Meta Quest Gaming Showcase 2022


Real Fake is a weekly newsletter in which SogetiLabs’s Research Institute VINT examines the future where synthetic reality becomes part or our objective reality. We investigate the impact of new technology on people, organisations and our society. If you have any questions or comments, do not hesitate to contact us. You can reach us at

About the author

Trend Watcher – New Media, Trend Analyst VINT | Netherlands
Sander Duivestein (1971) is a highly acclaimed and top-rated trendwatcher, an influential author, an acclaimed keynote speaker, a digital business entrepreneur, and a strategic advisor on disruptive innovations. His main focus is the impact of new technologies on people, businesses and society.


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