Introduction
Synthetic media is transforming the way brands connect with fans and build relationships with athletes. But as with any new technology, it’s important to consider the ethical implications. At its best, synthetic media can enhance fan experiences and give athletes new ways to connect with their audiences. At its worst, it can raise questions about authenticity, consent, and respect for an athlete’s brand.
At One of One, we believe that technology should never compromise trust. That’s why we take a careful, rights-cleared approach to every digital twin we create—ensuring that both athletes and brands can embrace this innovation with confidence.
Section 1: Why Ethics Matter in Synthetic Media
As synthetic media becomes more common in sports marketing, it’s vital for brands and athletes to think carefully about how it’s used. While digital twins and AI-powered content offer exciting opportunities, they also raise important questions about consent, authenticity, and respect for an athlete’s personal brand.
In recent years, there have been headlines about deepfakes—videos and images that can make people appear to say or do things they never actually did. While most synthetic media in marketing is used responsibly, these cases show how easily trust can be undermined if the technology isn’t handled with care.
For sports brands and athletes, the key is to ensure that synthetic media is used transparently and with the full participation of the athlete. Fans connect with athletes because of who they are, not just how they look. Preserving that connection means respecting the athlete’s image, voice, and brand identity in every campaign.
At One of One, we take these responsibilities seriously. By focusing on rights-clearance, authenticity, and athlete collaboration, we help brands build innovative campaigns that respect both the technology and the trust fans place in their sporting heroes.
Section 2: Common Ethical Challenges with Digital Twins
As exciting as digital twins are for marketing and fan engagement, they come with their own set of ethical challenges that every brand needs to consider.
One of the biggest concerns is the potential misuse of an athlete’s likeness. Without clear agreements and the athlete’s involvement, a digital twin could be used in ways that feel off-brand or even offensive. Imagine an ad campaign that portrays an athlete in a way that clashes with their personal values—this not only damages the athlete’s reputation but can also erode fan trust.
Consent is another key issue. An athlete’s digital twin should never be created or used without their explicit approval. It’s essential to have open conversations with the athlete and their representatives to make sure they’re comfortable with how their digital twin will appear in marketing campaigns and other activations.
Finally, there’s the challenge of cultural sensitivity and authenticity. A digital twin must be more than just a visual replica; it should also capture the athlete’s personality and cultural identity in a way that feels real and respectful. Getting this right is what makes fans feel connected and engaged rather than alienated or disappointed.
At One of One, we put these considerations at the centre of every project, ensuring that every digital twin we create is a genuine extension of the athlete’s brand and values.
Section 3: How One of One Approaches Ethical Synthetic Media
At One of One, we believe that technology should always be used responsibly—especially when it involves representing real people. That’s why we take a thoughtful approach to every digital twin we create.
First and foremost, we prioritise rights-clearance and open collaboration. Before any digital twin is developed, we work closely with the athlete and their team to make sure they’re fully on board with the project. We take the time to understand their personal brand, values, and expectations so that every campaign feels authentic and respectful.
We also focus on transparency. We make sure that every brand we work with understands the importance of using digital twins responsibly. This means using the technology to enhance fan experiences, not to manipulate or misrepresent the athlete’s image.
Finally, we’re committed to quality. By investing in cutting-edge technology and working with the best creative talent, we ensure that every digital twin we produce feels real, respectful, and true to the athlete’s identity. This builds trust not just with the athletes themselves but also with the fans who support them.
At One of One, we see synthetic media as a tool to bring fans closer to the athletes they admire—always with respect, transparency, and trust at the core of everything we do.
Conclusion
Synthetic media has the power to transform how fans connect with their favourite athletes. But with that power comes responsibility. By taking a careful, rights-cleared approach to every digital twin, brands can harness the benefits of this technology while protecting the athlete’s image and building lasting trust with fans.
At One of One, we’re committed to creating digital twins that are authentic, respectful, and aligned with the athlete’s brand. If you’re ready to explore how synthetic media can elevate your campaigns—without compromising on ethics—we’re here to help.
Contact us today to start your journey with One of One.