provenance automation. “When it comes to deepfakes, it’s going to take a global village to attest to whether or not something was created with Dolly 3 or OpenAI,” highlights Kreth. “What we saw with Taylor Swift and George Carlin is an infringement on name, image and likeness rights. “We want to be part of the right side of history, so if I’m Idris Elba and my management want to monetise my likeness, I don’t want to see a bunch of rip-off or knock-off versions of me running around cyberspace. It’s about agency, traceability and how you automate the provenance of that value or media supply chain. We come to it from a media supply chain perspective.” Ultimately, Hand works to automate and streamline the infringement issues faced by talent affected by deepfakes. This means the registered ID (formally a DOI handle) could be used to both verify unauthorised uses for takedown notices, and also provide performers a quantifiable mechanism for authorising uses. It exemplifies an active tool to help alleviate the spread of identity and intellectual property theft – as well as slowing the resultant spread of misinformation. individuals are being taken – such as Hand and #MyImageMyChoice – it seems that governing bodies and law enforcement aren’t seeing the threat as dangerous enough yet to roll out a firmer plan of action. This is despite the fact that these bodies have taken some of the most dangerous deepfake hits themselves. London mayor Sadiq Khan recently stated WHO DOES IT COME DOWN TO? Though we have identified that moves by that a deepfake audio of him reportedly making inflammatory remarks before Armistice Day almost caused ‘serious disorder.’ According to BBC News, he stressed that the law is not ‘fit for purpose’ in tackling AI fakes, as the audio creator ‘got away with it.’ Khan is one of many politicians that have been targeted, yet there is currently no criminal law established in the UK which specifically covers this kind of scenario. If one thing is plainly clear, it’s that it’s going to take a global effort to fight this particular version of the misinformation war. “The development of a savvier audience paired with advancements in AI and regulatory measures will be crucial in mitigating the risks associated with deepfakes,” Marr concludes. “It’s a dynamic interplay between technology, society and policy that will shape the trajectory of deepfakes in the years to come.”
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NEED A HAND? Thankfully, it’s not entirely doom and gloom. Along with the growing number of deepfakes has also come an innovative burst of businesses and tools to battle them. Hand (Human & Digital) is a start-up aiming to bring simplicity and scale to talent identity in a world constantly evolving as both human and digital. As a B2B SaaS company, Hand’s interoperable talent ID framework enables reliable verification of quantifiably notable real (legal and natural) persons, their virtual counterparts and fictional entities. “In 14 months, we went from applying to become a registration agency to becoming the same level of a data site like Crossref,” begins Will Kreth, CEO of Hand. “We’re now one of only 12 DOI registration agencies.” As digital replica usage grows, trusted tools providing vectors of authenticity for talent’s unique NIL (name, image, likeness) are essential. Authorised by the ISO standard DOI Foundation, Hand’s ID registry meets emerging needs for talent provenance automation in the digital age. “Whether it’s avatars selling out concerts and making millions of dollars – or the de-aging of Indiana Jones/Harrison Ford into his younger self – synthetic talent and digital replicas are already here. Keeping track of them is not trivial.” Acting like a barcode, Hand brings global standardisation to the media supply chain, tracking residuals, royalties and participations via talent
A HANDY TOOL Stepping up to fight back against unauthorised deepfake usage, Hand protects talent from identity theft and misuse through reliable digital identity solutions
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