1. Fox Corp. and Polygon Labs launched Verify, a protocol to protect content authenticity and combat deepfake distrust.
2. The technology aims to benefit AI companies, creators, and consumers by validating content and establishing trust.
3. Blockchain technology can verify the authenticity of media assets and provide consumers with verified information.
Fox Corp. and Polygon Labs have collaborated to tackle deepfake distrust by launching Verify, a protocol that allows consumers to verify the authenticity of content while protecting intellectual property. This solution has been deemed viable by government regulatory committees, publishers, and others, addressing a pressing issue in today’s media landscape.
Melody Hildebrandt, CTO of Fox Corp., expressed optimism that more news outlets and media companies will integrate this technology as AI becomes more prominent. This technology benefits both AI companies and creators, providing knowledge to models and allowing verification of work for outlets and individuals. Mike Blank, COO at Polygon Labs, emphasized the importance of ensuring content trustworthiness for end users.
Blockchain technology has the potential to authenticate and validate content across the internet, allowing for greater transparency and trust for consumers. By storing data on a blockchain, content authenticity can be verified, providing a way to validate the source of content and address the proliferation of untrustworthy content.
As AI-generated content increases, collaboration is needed to ensure a technological environment that enables effective consumption by end users. It is in a brand’s best interest to provide verified information proactively, facilitating easier identification of valid content for consumers. Subscribing to TechCrunch’s podcast Chain Reaction can provide more insights from entrepreneurs building innovative companies.