Synthetic media, or AI generated audiovisual content, has opened ethical and legal questions about mis and disinformation and manipulation and attribution. The Partnership on AI’s (PAI) “Responsible Practices for Synthetic Media” provides a framework for ethical and responsible use of synthetic media. PAI, a MacArthur grantee partner, worked with and sought feedback from stakeholders who build technical infrastructure, who create synthetic media, and publishers and distributers. The framework guidelines include transparency about tools’ capacities, disclosing when media has synthetic elements, using informed consent for subjects of manipulated content, and making adjustments when synthetic media has caused harm.