Several new startups in Seattle are addressing the issue of deepfakes and likeness problems that have arisen due to the widespread use of generative AI technology. The rise of generative AI has led to an increase in deepfakes, which are fake photos, videos, and audio created using someone’s likeness. These deepfakes have become a problem in various sectors such as schools, elections, entertainment, and more.
Loti is a startup in Seattle that helps public figures tackle deepfakes and fake accounts. The company uses advanced facial and voice recognition technology to analyze photos and audio from users and search the internet for potential deepfakes. Loti then sends takedown requests to platforms hosting illegitimate content. Venture capitalists are beginning to invest in such companies, but concerns about the accuracy of these tools and the growing blurring line between what is real and synthetic have been raised.
Certifi AI, founded by Melissa Hutchins, is another Seattle startup focused on identifying and eliminating deepfakes, with a specific focus on protecting girls and women who are disproportionately targeted by bad actors. Hutchins, who previously worked at The Disney Company and Expedia Group, founded Certifi AI after her own experience with cyberstalking. The company helps law enforcement, criminal prosecution systems, and media platforms quickly recognize and remove inappropriate and illegal deepfake content.
TrueMedia is a non-partisan, nonprofit organization led by Oren Etzioni, a University of Washington professor and AI specialist. The organization is developing an AI-powered tool to detect deepfake videos, photos, and audio, with a particular focus on combating political disinformation ahead of the 2024 elections. TrueMedia is funded by Uber co-founder Garrett Camp through his Camp.org nonprofit foundation.
Official AI is building a marketplace to help individuals control their digital likeness and connect with marketers interested in using AI-generated talent. CEO Dave Siegfried believes that both approaches, tackling deepfakes directly and building ecosystems for authenticity, are necessary for generative AI media to flourish equitably. Official AI generates revenue partly through licensing fees and was originally incubated within startup studios run by Pioneer Square Labs and Mudita Venture Partners.
These startups in Seattle are at the forefront of addressing the issue of deepfakes and likeness issues created by generative AI. With the increasing prevalence of deepfakes across various sectors of society, these companies are using advanced technology to detect and combat illegitimate content and protect individuals from misuse of their likeness. Despite concerns about the accuracy of these tools and the blurring line between real and synthetic content, these startups are working towards providing solutions to this growing problem.
