Seattle-based startup Loti recently secured $5.1 million in funding to expand its technology platform, which helps public figures monitor the internet for fake social media accounts, fake endorsements, and deepfakes that misuse their likeness. Founded in 2022, Loti utilizes advanced facial and voice recognition software to analyze real photos, videos, and audio from their clients. The system then searches for potential deepfakes or unauthorized content, such as impersonation accounts, and can send takedown requests. The company is partnering with major players like WME, Meta, and YouTube to help identify illegitimate accounts and ensure that AI-generated content using a customer’s likeness is being used appropriately.
Loti’s CEO and co-founder, Luke Arrigoni, noted that the generative AI boom has made it easier to create content that infringes upon likeness or violates copyrights. Recent lawsuits against AI companies over AI-generated music highlight the importance of protecting one’s likeness, which is where Loti’s technology comes in handy. Arrigoni brings a wealth of experience to the table, having previously run an AI consulting firm for a decade and worked as a data scientist for Creative Artists Agency. The company generates revenue through subscription services offered to public figures who sign up for its platform.
The investment round for Loti was led by Seattle venture firm FUSE and included participation from Bling Ventures, Ensemble VC, Alpha Edison, and K5 Global. FUSE’s founding partner, Brendan Wales, praised Loti’s clear vision of how various entities in the entertainment industry interact in an AI-centric world. He believes the company will help resolve the chaos created by the limitless and customizable content creation landscape and make AI usage more effective. Loti was founded by Rebekah Arrigoni, Luke Arrigoni, and serial entrepreneur Hirak Chhatbar. The company currently employs 35 individuals split between locations in Seattle, Los Angeles, and internationally, with plans to grow the headcount to around 50 employees by the end of the year.
Loti’s technology is particularly crucial given the rise of deepfakes and unauthorized content that can harm a public figure’s reputation or misappropriate their likeness. By using advanced facial and voice recognition software, the platform assists clients in identifying and taking action against such content. Major entertainment industry players like WME, Meta, and YouTube have already recognized the value of Loti’s services and are utilizing the platform for their clients. In an increasingly AI-driven world, protecting one’s likeness and intellectual property rights has become more challenging, making tools like Loti essential for public figures and content creators.
Luke Arrigoni’s background in AI consulting and data science positions him well to lead Loti in providing cutting-edge solutions for monitoring and protecting clients’ likenesses. The company’s subscription-based revenue model ensures a steady stream of income from public figures seeking to safeguard their online presence. The recent funding round led by FUSE underscores the confidence in Loti’s ability to navigate the complex landscape of AI-generated content and assist clients in enforcing their rights. As the company continues to expand its reach and enhance its technology, it aims to play a significant role in promoting ethical AI usage and protecting individuals from the negative impacts of unauthorized content.
