Several new startups in Seattle are working to address the issue of deepfakes, which are digitally manipulated photos, videos, and audio created using someone’s likeness. These startups are using generative AI technology to help identify and remove deepfakes, which have become a problem in various sectors such as schools, elections, and entertainment. The companies, including Loti, Certifi AI, TrueMedia, and Official AI, are developing software to detect and protect against deepfakes and likeness issues.
Loti, a startup founded by Luke Arrigoni, uses advanced facial and voice recognition technology to analyze photos and audio for potential deepfakes. The company then works to take down illegitimate content by sending takedown requests to platforms after identifying deepfakes. Partnering with WME, a talent agency in Los Angeles, Loti is focused on helping public figures protect their likeness from misuse in synthetic media. Arrigoni started Loti after working in AI consulting and as a data scientist for Creative Artists Agency.
Certifi AI, another Seattle-based startup, is specifically targeting deepfakes that target girls and women, particularly in deepfake pornography. Co-founded by Melissa Hutchins, the company is focused on serving law enforcement, criminal prosecutions, and media platforms to quickly detect and remove inappropriate and illegal deepfake content. Hutchins, who previously worked for The Disney Company and Expedia Group, started the company after being a victim of cyberstalking.
TrueMedia, founded by Oren Etzioni, is a nonprofit organization that is developing an AI-powered tool to detect deepfake videos, photos, and audio. The organization aims to combat political disinformation ahead of the 2024 elections by identifying and flagging fake content. TrueMedia is funded by Garrett Camp’s Camp.org nonprofit foundation and is non-partisan in its effort to prevent deepfakes from influencing elections.
Official AI, led by CEO Dave Siegfried, is building a marketplace to help individuals control their digital likeness and connect with marketers interested in using AI-generated talent. The startup, incubated inside startup studios run by Pioneer Square Labs and Mudita Venture Partners, generates revenue through licensing fees. Official AI aims to create an ecosystem for authenticity in generative AI media while working alongside other firms that are directly tackling the issue of deepfakes.
These startups are part of a growing effort to counter the challenges posed by deepfakes and likeness issues in the digital world. While venture capitalists are supporting these efforts, there are questions about the accuracy of deepfake detection tools and the blurring line between what is real and synthetic. Despite these challenges, these Seattle-based startups are working to protect individuals and public figures from the harmful effects of deepfakes in various sectors of society.
