Fox Corp. and Polygon Labs Join Forces to Combat Deepfake Distrust
In a groundbreaking partnership, media conglomerate Fox Corp. has teamed up with Polygon Labs, the developers of the Ethereum-focused layer-2 blockchain, to address the growing concern of deepfake distrust. The collaboration, which took place two months ago, aims to safeguard intellectual property while empowering consumers to verify the authenticity of the content they consume.
Introducing Verify: A Protocol for Content Authenticity
The result of this partnership is Verify, a protocol designed to protect Fox’s IP while allowing users to confirm the genuineness of the content they engage with. Since its launch, Verify has garnered attention from government regulatory committees, publishers, and other stakeholders who recognize it as a practical solution to a pressing issue. Melody Hildebrandt, CTO of Fox Corp., expressed her optimism about the protocol during an episode of The Zero Byte’s Chain Reaction podcast.
The Importance of Trustworthy Content in the Age of AI
As AI technology becomes more prevalent, Hildebrandt believes that an increasing number of news outlets, media companies, and other organizations will adopt solutions like Verify. This integration could benefit both AI companies and content creators, as the models gain knowledge while outlets and individuals can verify the authenticity of their work. Mike Blank, COO at Polygon Labs, emphasized the significance of this technology for end users who are often uncertain about the trustworthiness of the content they consume.
There’s obviously the beat on the hill. Although most publishers want to participate in this type of ecosystem, they don’t want to sign away “all their crown jewels.”
Hildebrandt noted that while most publishers are eager to participate in this ecosystem, they also want to maintain control over their valuable assets. This necessitates the implementation of technical safeguards that allow creators to progress while retaining future flexibility.
Blockchain Technology: The Key to Verifying Content Authenticity
Blank highlighted the potential for blockchains to help establish the veracity of data and authenticate content across the internet. By storing data in a manner that ensures its integrity and cryptographically validating the authenticity of various media assets, blockchain technology can help uncover untrustworthy content and provide consumers with a sense of assurance in an increasingly uncertain digital landscape.
When you put that content on chain, you can now validate that content was created by a certain individual or brand.
Blank emphasized that it is in a brand’s best interest to proactively provide verified information, as it will become increasingly easier for end users to understand the source and validity of the content they consume.
Collaborating to Keep Pace with AI-Generated Content
As AI-derived content continues to be generated at an unprecedented rate, Blank stressed the importance of collaboration among stakeholders to ensure that the technological environment evolves to address this challenge effectively. By working together, the industry can develop solutions that enable end users to consume content with confidence, even as AI becomes more sophisticated.
This story was inspired by an episode of The Zero Byte’s podcast Chain Reaction. Subscribe to Chain Reaction on Apple Podcasts, Spotify, or your favorite pod platform to hear more stories and tips from the entrepreneurs building today’s most innovative companies.
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1 Comment
Well, isn’t blockchain the unexpected hero in our digital narrative!