Vermillio and WME Join Forces to Combat Deepfakes

Hollywood talent agency WME has announced a partnership with AI project Vermillio to protect celebrities from the misuse of their likenesses in deepfakes, as reported by The New York Times. 

Vermillio has developed the Trace ID platform, which uses artificial intelligence to track fake celebrity images. 

The technology allows for the integration of a “digital tracker” with WME clients’ identification data, enabling the verification of image authenticity online. This can lead to either the removal of such content or demands for payment for the use of celebrities’ likenesses.

According to startup representatives, Trace ID employs blockchain to monitor and record images. However, the company has not detailed its exact operational mechanism.

“You don’t have a real way to stop [the spread of deepfakes] other than stumbling upon them [and reporting]. Vermillio is starting to automate this process,” said WME’s Head of Digital Strategy, Chris Jacquemin.

The partnership will also assist performers and actors in safeguarding their interests if studios wish to use AI for tasks such as translating content into other languages.

Last week, pornographic deepfakes of singer Taylor Swift circulated online. One such post on X garnered over 45 million views and hundreds of thousands of likes. 

The fake content featuring the artist went viral to the extent that it became nearly impossible to remove. The social network’s management even had to temporarily disable searches for Swift’s name to address the issue. 

Previously, MicroStrategy founder Michael Saylor revealed that the company had removed over 80 deepfakes featuring him, most of which promoted crypto scams. 

In October 2023, investor and billionaire Tim Draper issued a warning about cryptocurrency scammers using AI to mimic his voice. 

In July, the UN stated that AI-generated deepfakes threaten the integrity of information and contribute to societal discord.