Seattle Startups Tackle Deepfake and Digital Likeness Issues Spurred by Generative AI
Image Credits: TrueMedia
The rapid rise of generative AI technology has brought with it a number of challenges, most notably the proliferation of counterfeits and digital look-alike issues. Generative AI has revolutionized the creation of synthetic media, but it has also led to a rise in deepfakes: digitally manipulated photos, videos and audio that use someone's image without their consent. These fakes are becoming a problem in a variety of sectors, including education, politics and entertainment. Like any problem there must be solutions so we mention some of the Seattle startups tackling these pressing problems head on.
Loti is one of the key players in this space. Founded by Luke Arrigoni, Rebekah Arrigoni, and Hirak Chhatbar, the company employs advanced facial and voice recognition technology to analyze photos and audio from users, then scours the internet for potential deepfakes. Once illegitimate content is identified, Loti sends takedown requests to platforms. The company, which employs about 25 people across Seattle, Los Angeles, and international locations, recently signed a deal with talent agency WME to protect its clients.
Certifi AI is another startup focused on spotting and eliminating deepfakes, with a particular emphasis on protecting girls and women targeted by malicious actors. Co-founded by Melissa Hutchins, who has personal experience as a cyberstalking victim, Certifi AI works with law enforcement and media platforms to quickly recognize and remove inappropriate and illegal deepfake content. Hutchins, who previously worked at The Disney Company and Expedia Group, brings valuable expertise to the company's mission of safeguarding vulnerable individuals from cyber threats.
TrueMedia, a non-partisan nonprofit, is developing an AI-powered tool to detect deepfake videos, photos, and audio. Launched in January and led by University of Washington professor and AI specialist Oren Etzioni, TrueMedia aims to combat political disinformation as the 2024 elections approach. Funded by Uber co-founder Garrett Camp through his Camp.org foundation, the organization seeks to ensure that critical elections are not swayed by fake content. Etzioni highlighted the importance of this effort at the recent GeekWire Awards in Seattle, urging the public to spread awareness.
Official AI is taking a different approach by creating a marketplace that helps people control their digital likeness and connect with marketers interested in AI-generated talent. CEO Dave Siegfried explained that the startup aims to build an ecosystem for authenticity, complementing other firms that directly tackle deepfakes. Official AI generates revenue through licensing fees and was incubated inside startup studios run by Pioneer Square Labs and Mudita Venture Partners. Siegfried, who previously co-founded LOANtuitive and SkyMode, co-founded the company with engineering leader John Pletka.
While venture capitalists are beginning to invest in these startups, some experts caution about the accuracy and reliability of their tools. The Reuters Institute has noted the blurring line between real and synthetic content, highlighting the limitations of current technologies. However, the efforts of Loti, Certifi AI, TrueMedia, and Official AI are crucial steps toward addressing the deepfake crisis and ensuring a secure and trustworthy digital landscape.
