As concerns about deepfakes and AI-generated misinformation continue to grow, talent agency WME has partnered with Loti, a Seattle-based firm specializing in software used to flag unauthorized content featuring clients' likenesses on the internet. Loti's AI technology searches the web for unauthorized images and videos and sends takedown requests to online platforms. The partnership aims to protect celebrities from the potential harm caused by deepfakes, which are manipulated videos and pictures that use a person's image in a false way. WME and Loti's partnership reflects the growing recognition in the entertainment industry of the need to combat deepfakes and safeguard individuals' reputations and commercial opportunities [d393b2be] [fdbec1c4].
Deepfakes have become increasingly sophisticated and pose a significant threat to celebrities and public figures. The realistic nature of deepfakes makes it challenging for most people to discern between real and fake content, which can damage reputations and deceive audiences. By leveraging AI technology, WME and Loti aim to proactively identify and remove unauthorized content that uses their clients' likenesses, providing enhanced visibility and control over the deepfake problem. This partnership is part of a broader effort in the entertainment industry to address the rise of deepfakes and protect individuals' brands and businesses [d393b2be] [fdbec1c4].
In addition to their partnership with Loti, WME has also partnered with Vermillio to detect and prevent intellectual property theft using generative AI content. This collaboration further demonstrates WME's commitment to utilizing AI-driven protections against deepfakes and other forms of online infringement. The entertainment industry recognizes the importance of implementing advanced technologies to safeguard the integrity of celebrities' images and prevent the spread of misleading and harmful content [fdbec1c4].
As generative AI tools continue to advance, the challenge of spotting deepfake images becomes more significant. Deceptive pictures, videos, and audio are proliferating, making it harder to distinguish real from fake. AI deepfake generators like DALL-E and Sora allow anyone to create deepfakes easily. Deepfake detection is becoming more challenging as AI improves, but there are still some signs to look for, such as an electronic sheen on deepfake photos and inconsistencies in shadows and lighting. Face-swapping deepfakes can be identified by examining the edges of the face and checking if the facial skin tone matches the rest of the head or body. Context is also important in identifying deepfakes, as implausible actions by public figures could indicate a deepfake. AI tools are being developed to detect deepfakes, but many are not available to the public to prevent giving bad actors an advantage. However, experts warn that as AI advances, it may become increasingly difficult for even trained eyes to spot deepfakes, putting the burden on ordinary people to detect them [e95b2bad].