SYNTHETIC TRUTHS

Our conversational object represents a novel paradigm of co-creation within the realm of synthetic media. At the heart of this object is an abstract representation of synthetic media, intricately placed on a table. Surrounding this visual centrepiece are various stakeholders, including creators, innovators, the general audience, policymakers, journalists, and all those engaged with or influenced by synthetic media in some way. 

These diverse stakeholders at the table engage in lively discussions about the evolving landscape of technology and artificial intelligence. The conceptual head presents emerging phenomena that demand critical attention and further exploration, pushing the boundaries of conventional reality. This aspect prompts viewers to ponder the intricacies of synthetic media and underscores the necessity of acquiring a deeper understanding of this concept. 

At the end of the week, we met with our project partners for the first time and used the conversational object to prompt discussions about the project. After the meeting, we exhibited our results at a showcase at the Digital Society School. 

Our initial focus was on unravelling and comprehending the intricacies of the transformation canvas.

As we delved deeper into the transformation canvas, we encountered a growing list of questions. To address these queries, we sought the guidance of our project partner from VPRO MediaLab.

With clearer insights, we proceeded to define our sprint goals through meticulous sprint planning. Subsequently, we shared our well-structured plan with all relevant stakeholders.

Primary sprint goal:

To conduct initial research and create an overview of stakeholders and target groups.

Secondary sprint goals:

To understand the scope of the project.

• To create a stakeholders map, to get an overview of everyone who will be influenced by this project.
• To create three personas, in order to have a common language about the three target groups.
• To create an empathy map, to better understand the target groups (users & partners).

Transformation Canvas is a way to set project goals, identify how to measure, define what’s in and out of scope, and identify risks and conditions, followed by stakeholders and the transformation team.

WWWWWH. In order to understand the scope of the project, questions pertaining to the project are answered concerning who, what, when, where, why, and how. 

Interview. This method was used to gather qualitative data from experts, users and project partners.

 Affinity mapping. We used affinity mapping to cluster our findings from the interviews, in order to discover patterns in the data. 

Empathy map. This method is used to understand the experiences of the target groups. We have mapped what the makers, frontrunners in adoption, and the general audience see, hear, say and do, and think and feel.  

Stakeholders map. This method helps to visualise actors with stakes in the project, as well as their relation to each other.  

Persona. Based on the conducted research, we created four fictional characters to represent a project partner, a maker, a frontrunner in adoption and a member of the general audience. These personas will be used throughout the project to maintain a user-oriented design process.  

In this sprint, we managed to reach all four of our secondary goals, which gives us the confidence to conclude that the primary sprint goal has been achieved. Thus, we have conducted initial research and created an overview of stakeholders and target groups.  

Main research insights:  

• We have gained clarity on the partners’ motivation in this project, as well as what the final deliverables should be. 
• We have observed a value clash between VPRO’s core values (innovation & trustworthiness) and synthetic media use. 
• Improving media literacy is essential to leveling the playing field in the responsible use of AI 
• We see rising concerns about trust across the board.
• The main target group of this project are the makers. 
• We found that the core question is “What happens to storytelling when media moves from representative to generative?”

Primary Sprint Goal

To carry out comprehensive research, as well as conceptualize and manage the booth setup for Society 5.0 Festival. 

Secondary Sprint Goals 

• To explore best and worst practices or approaches for co-creating amongst stakeholders with synthetic media. 
• To further understand how media literacy can support co-creation in synthetic media use.
• To gain knowledge on responsible and ethical considerations on synthetic media usage. 
• To design and facilitate a research booth for Society 5.0 Festival.

Games/ Quiz. We designed and created two games, one of which was used for testing the knowledge of media literacy of those who attended the Society 5.0 Festival, and the other one designed to play a useful and practical role in co-creation with makers and frontrunners to gain some effective information from them.

Survey. We did a comprehensive survey to gain knowledge about media literacy among the makers, general audience, and frontrunners as well as collected their ideas about co-creation, synthetic media, AI, and the future of this phenomenon.

Interview. We conducted two expert interviews in the form of translate sessions – one with Shauna Jin who is the program head at Digital Society School and the other one with Abdelrahman Hassan who is a digital ethics specialist working at IKEA currently.  

Affinity Mapping. We used affinity mapping to cluster our findings from the two interviews. This allowed us to analyse the qualitative data from the experts, and create the main takeaways which were presented at the sprint review. 

The Second sprint was mainly spent on preparing and facilitating the research booth at the Society 5.0 Festival. We had to reevaluate the outputs for each sprint goal and adjust the sprint plan retrospectively. Even though we did not follow the sprint plan exactly, we still view the sprint as a success, with many interesting insights and fruitful discussions at Society 5.0 Festival. We also had a well-executed sprint review at the VPRO in Hilversum Media Park, which seven representatives from the project partners attended.  

The booth at the Society 5.0 Festival resulted in the following deliverables: 

• “Map your creative process”, a conversational game about the process of content creation.

• “The synthetic media quiz” – a quiz that explores participants’ media literacy and tests game elements in the form of a proficiency scale.

• A survey with over 40 participants. 

• A video consisting of over 100 AI-generated images.

• Graphic stickers and flyers about the project.

Main research insights:  

• Creating inspiration, empowering makers and designing for joy will be three overarching themes in the project 
• The final framework should ideally assist in the transition from traditional linear storytelling practices to a more circular and iterative process 
• The framework could investigate multiple different points of view in an interactive format, exploring the roles of the makers, the audiences and the AI. 
• The framework could empower the makers to take on an alternative role, going from a creator to a facilitator.

Primary sprint goal

To decide on a framework format for media makers to co-create responsibly with synthetic media and the audience

 Secondary sprint goals

• To define the problem and solution space.
• To design two prototypes for the framework.
• To test the two prototypes.

• To present and participate in Publieke. Pioneers Hackathon on 29th-30th November.

• To document the key learnings gained during the prototyping process.

Opportunity Statement

We took inspiration from the concept of business opportunity statements to define our statement for this project. Thus, we clearly defined the following:

“Our project seeks to challenge the mindset among media makers in the creative process and enable them to adopt AI in the process of storytelling, which is important in harnessing the potential of synthetic media and co-creating with the audience.​”

Prototype testing

We conducted two different prototype testing sessions, one with media makers and frontrunners at the Publieke Pioneers Hackathon, and one with media makers at the VPRO Villa.

During this sprint, we reached a wide scope of different media makers and tested the prototypes with them.

We found that the expanded version of “Map your creative process” did not only prompt the media makers to map their current process, but a set of playing cards challenged them to rethink different phases and actors in the process.

The Storytellers Manifesto was hung on the wall during the sessions, and we encouraged the test persons to add their feedback on post-its.

Main research insights

• The game is generally successful at getting makers to rethink their creative process and explore the possibilities to co-create with AI and the audience.
• A digital version of the framework is highly requested.
• A final version of the framework should be a combination of mapping your creative process, the storyteller’s manifesto and specific tools the maker can use in their process.

Primary sprint goal

To finalise the physical framework and create a prototype of the digital framework

Secondary sprint goals

• Add final touches to the physical ‘Map your creative process’ game.
• Finalise The Storytellers manifesto.
• Create a proof of concept for a digital framework.
• Create interactive low-fidelity prototype of digital framework.
• Create a video teaser for the project.
• Brainstorm the name for the framework.

In this sprint, we made a high-fidelity prototype for the physical ‘Map your creative process’ game, complete with clear rules for the game’s beginning, middle, and end, as well as 10-15 challenge cards.

We also created a one-page manifesto based on feedback from the previous sprint.

The high-fidelity prototype resulted in a Print-it-yourself document containing rules, game pieces, and challenge cards.

For the digital framework, we developed a storyboard offering a detailed description and visualization of the final design, serving as a proof of concept.

We also made a low-fidelity prototype for the digital framework using Figma, focusing on one scenario from the final framework.

To further validate our game, we conducted prototype testing with experts as well.

Following a productive sprint review at VPRO Villa Hilversum, we determined that the physical game is now prepared for production and public distribution, marking a significant milestone in Sprint 5’s production phase. Concurrently, we received feedback suggesting a shift to a hybrid digital framework, complementing the physical game’s tangible appeal and preserving its unique personality. In a brainstorming session with our project partners, we named our framework ‘Synthetive.’

During the sprint review, we presented a 50-second project teaser, encouraging everyone to attend the Showcase scheduled for January 24, 2024, at the Digital Society School, Amsterdam University of Applied Sciences.

Primary Sprint Goal

To finalize the project and deliver fully functional and polished Synthetive game sets that can live on. 

• Deliver Fully Functional Game Sets: The primary deliverable is the Synthetive game sets. “Fully functional” indicates that these games are not only complete but also operational and capable of performing all intended tasks. This involves rigorous testing and debugging to ensure a seamless user experience.

• Sustainable Life: The emphasis on a “sustainable life” implies that the Synthetive game sets are designed to endure beyond the immediate completion of the project. This involves considerations for maintenance, updates, and potential scalability. Ensuring a sustainable life for this game set reflects a commitment to its long-term viability and usefulness.

The goal doesn’t only focus on immediate completion but also underscores the importance of creating a product that can endure and remain relevant over time, contributing to the project’s long-term success.

Secondary Sprint Goal

• Add Final Touches to the Physical Game Concept: This involved refining and perfecting the design and details of the physical game concept. It included making adjustments to the game canvas, pieces, rules, and any other components to ensure a polished and user-friendly experience.

• Finalized Proof of Concept for Hybrid Game: The proof of concept for the hybrid game had undergone iterations twice in its conception. The goal here was to reach a finalized version that demonstrates the viability and effectiveness of the hybrid approach. This involved addressing any point of intersection between physical and digital components of the game and ensuring a seamless integration of technology in different game elements.

• Order 20 – 50 Professionally Produced Physical Board Games: Once the physical game concept was refined and finalized, the next step was to produce a batch of professionally produced board games. This involved working partly at Maker’s Lab and partly at printers outside the University to produce a specified quantity of high-quality physical games for distribution to partners and DSS.

• Produce a Three-Minute Video About the Project: Creating a three-minute video is a concise and effective way to showcase the key aspects of the project. The video may include highlights of the physical game, the development process, team members, and other relevant information. The goal is to communicate the project’s essence in a visually engaging and informative manner.

• Prepare Handing Over Documents: Handing over documents is crucial for knowledge transfer and future reference. These documents include detailed information about the project, its components, methodologies used, and any other relevant details. The goal is to provide comprehensive documentation that facilitates a smooth transition to the VPRO team and Beeld en Geluid taking over the project.

• Host a Booth at Final Showcase: Hosting a booth at the final showcase involves creating a physical or virtual space where the project can be exhibited. This provides an opportunity for attendees to interact with the physical game, view the concept of a hybrid game, watch the project video, and engage with team members for further insights. It’s a key element in presenting the project to our stakeholders, peers and the public.

Creating a script and storyboard for the project video was a crucial step in planning and visualizing how the video unfolded. The script guided the narrative, while the storyboard served as a visual guide for us in producing the video.

A production plan was detailed to ensure the final game containing all elements could be professionally produced before the Showcase. The emphasis on professionalism, adherence to timelines, quality assurance, and coordination with stakeholders (VPRO and Beeld en Geluid in our case) helped us to draw a strategic approach to ensure a successful and impactful showcase of the Synthetic Truth project.

An outline of all files was documented to facilitate knowledge transfer.

• Purpose of Documentation: The main purpose of documentation was to create a structured and accessible reference for the stakeholders involved in the project. It served as a comprehensive guide for understanding the project’s file structure and content.
• Knowledge Transfer Facilitation: The documented file outline becomes a valuable tool for facilitating this transfer of knowledge.
• Inclusion of All Files: This encompasses a variety of file types, such as design documents, multimedia assets, sprint plans, and other files integral to the project.
• Structured Outline: It follows breaking down files into categories, subcategories, and specific items. This structure aids in quickly locating and understanding the purpose of each file.

Hosting a Booth at the Digital Society School Showcase helped to exhibit our project – the Synthetic Truths which featured live audience interaction with the game. ​The setup encouraged players to engage in the physical game, aiming to provide a delightful experience for booth visitors. Additionally, we developed a project video for the showcase on the booth screen, accompanied by full-scale manifestos outlining the principles behind the game for attendees to explore.

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The Synthetive game, presented as a culmination of the Synthetic Truth Project, is a significant achievement that has garnered substantial support from project partners, DSS experts, and individuals. This board game is designed specifically for makers, providing them with a unique platform to explore innovative collaborations responsibly while engaging in discussions and reflections on their creative processes.

Key Features of Synthetive:

Purpose of Synthetive: Synthetive serves as a board game designed explicitly for makers, emphasizing the project’s focus on creativity, collaboration, and responsible innovation. The game aims to provide a unique and interactive experience for individuals involved in the creative process.

Components included in the box: The game box contains various components to facilitate the gaming experience. These include:

Challenge and Final Cards: Cards that present challenges and final objectives, adding dynamic elements to the game.

Bag of Tokens and Arrows: Tokens and arrows used for mapping the creative process.

Game Board: The central element of the game, where all the arrows, tokens, challenge cards and final cards are stacked.

Ruleset: A guide detailing the rules and mechanics of the game to ensure a consistent and enjoyable experience.

Storytellers Manifesto: A document that contains principles, values, or guidelines for an interactive and responsible gaming experience.

Interactive Experience: The mention of a “Storytellers manifesto” indicates an emphasis on storytelling and interactive engagement within the game. This manifesto encourages players to share narratives, fostering a deeper connection to the game’s themes.

Opportunity for Exploration: Synthetive provides an opportunity for makers to explore new possibilities in their collaborative efforts. This aligns with the project’s overarching goal of encouraging responsible and innovative collaborations among creators.

Reflection on the creative process: The game’s design encourages players to reflect on their creative processes. This reflective aspect adds an educational and introspective dimension to the gaming experience, making it more than just a recreational activity.

In summary, Synthetive is not just a board game but a tangible outcome of the Synthetic Truth Project, symbolizing collaborative success and providing makers with a platform to explore, collaborate responsibly, and reflect on their creative journeys. The inclusion of various components in the game box and the emphasis on interactivity and storytelling contribute to a rich and engaging gaming experience.

Project Video: A 3-minute video was made incorporating scenes acted out by team members and a video made by Marie from VPRO Medialab. The video is a call to try new technologies such as generative AI in media and describes the Synthetive game process. 

GoHVA Game Changers Public Award: In the latest edition of the GoHVA Game Changers Award, the Synthetic Truth project achieved notable recognition. Specifically, the project secured a victory in the Public Award category signifying significant support and appreciation from the public and the wider community. Additionally, being selected as part of the jury nominees is a prestigious acknowledgment, emphasizing that the project was not only well-received by the public but also recognized by industry experts.

Sprint Review & Knowledge Transfer: The final sprint review and knowledge transfer session took place at VPRO Hilversum on a snowy and picturesque day. This session served as a reflective moment, allowing us to revisit the journey of the Synthetic Truth project, highlighting its remarkable and noteworthy aspects.

Synthetive Game Showcase: During the review, a sample of the Synthetive game was presented, offering a glimpse into the innovative and engaging aspects of the project. The mention of the final reveal at the Showcase implies the full unveiling and final presentation of the Synthetive game. This provided an opportunity for our partners to experience the game firsthand and witness the culmination of the Synthetic Truth project.

In summary, the recognition received at the GoHVA Game Changers Award, the final sprint review, and the knowledge transfer session collectively mark the conclusion of the Synthetic Truth project. The successful public acknowledgment and industry recognition, combined with the showcase of the Synthetive game, contribute to a celebratory conclusion of what appears to be an extraordinary and impactful project journey.

We are glad to see the momentum building for developing Synthetive into various editions with Muskan Jain, Birgitte Brander Hessellund Nielsen Andrea Bijen and Gijs Gootjes. The topic and gameplay are incredibly flexible, making it adaptable to different contexts. It’s been an amazing journey so far, and I’m truly enjoying the process of evolving the game further.

The attention Synthetive has received thus far is truly gratifying. Born out of the STEAM initiative during our Digital Society School Traineeship from September 2023 to January 2024, in collaboration with VPRO Medialab, NPO Innovatie, and Nederlands Instituut voor Beeld en Geluid, Synthetive has become our pride and joy. Hailing from five different countries – Denmark Birgitte Brander Hessellund Nielsen, India Muskan Jain, Iran Mohammad Reza Foroutan, Ghana Naana Kumah, and Nigeria Edmund O. Ukaegbule – our diverse team was able to create a game that resonates with many contexts. We’re now eagerly seeking exciting opportunities to conduct workshops with our game. Let’s keep the momentum going!

Over the weekend, Synthetive made its debut at the Bevrijdingsfestival in The Hague, as part of the interactive exhibition “Fabricated: Unravel Fact from Fiction in your Digital World” by the Sustainable Media Lab from Inholland University of Applied Sciences. This exhibition, travelling to The Hague, Brussels, Berlin, and Amsterdam, is a multilingual endeavour aimed at enhancing citizens’ digital literacy and readiness for the 2024 EU Parliamentary elections.

At the festival, attendees engaged in an immersive experience exploring AI-generated news, misinformation, targeted advertising, and the intricate industry behind digital influence on public votes. It was a pleasure to witness families, professors, artists, writers, and curious children interact with Synthetive, sparking insightful conversations and revelations.

The Synthetic Truths: Election Edition interactive workshop was developed in partnership with the Sustainable Media Lab and the Digital Society School. This partnership was made possible by the Centre of Expertise Creative Innovation. 

HOW WILL ARTIFICIAL INTELLIGENCE IMPACT THE FUTURE OF ELECTIONS?

This was our primary research question while working on the new edition of Synthetive. Synthetive : Election Edition is an expansion pack targeting campaign managers and policymakers, designed to visualize the political campaigning process and highlight where misinformation can spread. Players assume roles such as MEP candidates, campaign managers, or spin doctors, using tokens like “AI”, “voter”, and “campaigner/advisor” placed under arrows. The game’s primary goal is to foster digital electoral literacy, ensuring voters are empowered to critically evaluate information. The outcome focuses on players’ scores reflecting voters’ digital literacy, emphasizing responsible AI use and ethical campaign practices over merely winning votes.