As the use of artificial intelligence continues to expand, talent agencies are taking proactive measures to safeguard their celebrity clients against the threat of misleading and manipulated images or videos. With the rise of generative AI and “deepfakes,” unauthorized clips have become widespread, risking damage to celebrities’ brands and businesses by featuring them in false scenarios or statements.
To combat this growing problem, technological tools powered by AI are being employed, attracting attention from the entertainment industry. Talent agency WME has recently partnered with Loti, a Seattle-based firm specializing in AI software to identify and flag unauthorized content featuring clients’ likenesses on the internet. With a team of 25 employees, Loti swiftly sends requests to online platforms, demanding the removal of infringing photos and videos.
While the financial details of the partnership between WME and Loti remain undisclosed, the need for improved protection against AI threats has been a significant concern in Hollywood. The Writers Guild of America and the actors guild SAG-AFTRA highlighted this issue during their strikes last summer. In a show of solidarity, the nonprofit Artist Rights Alliance released an open letter to technology companies, urging them to value creative works and address the issue of devaluation. The letter included signatures from 200 musicians, including Billie Eilish and Elvis Costello.
With the proliferation of deepfakes, talent agencies are turning to AI technology as a defense against malicious actors online. Chris Jacquemin, WME partner and head of digital strategy, emphasized the importance of having a technology partner to combat the deepfake problem effectively. The partnership with Loti provides a vital solution to a previously challenging issue.
Loti, founded by Luke Arrigoni about a year and a half ago, specializes in utilizing AI to protect clients’ images. Arrigoni, who previously worked as a data scientist at Creative Artists Agency, collaborated with WME to develop Loti’s technology. WME clients provide Loti with multiple photos from various angles and record short audio clips, which are then used to identify any unauthorized content. Loti’s software thoroughly searches the web and provides detailed reports to clients, helping them make take-down requests to the relevant platforms.
Arrigoni expressed the prevailing belief that once something is on the internet, it is there forever, but Loti challenges this notion. By actively monitoring and combating unauthorized content, Loti is dispelling the myth that such content is inevitably permanent.
While the financial terms of the WME and Loti partnership remain undisclosed, the implementation of Loti’s technology has provided WME with enhanced visibility into the issue of deepfakes. Previously, WME had to rely on ad-hoc solutions, requesting web platforms such as YouTube and Facebook to remove unauthorized materials based on their own observations or through fan reports. Loti’s technology allows for improved detection and removal of unauthorized content, providing more control over the situation.
In 2022, platforms like Meta and Google faced significant challenges in removing billions of deceptive ads and ad accounts. Today, the entertainment industry is even more concerned about newer AI models that could misuse copyrighted works, blurring the lines between reality and fiction. The realistic nature of deepfakes poses a substantial threat to celebrities’ commercial opportunities and endorsements. Arrigoni emphasizes that these videos are so convincing that it is challenging for most people to discern the difference between real and fake content.
WME’s partnership with Loti is the latest example of the agency’s commitment to leveraging AI technology to protect its clients. Earlier this year, WME joined forces with Chicago-based startup Vermillio to detect and prevent IP theft, specifically targeting generative AI content that uses a client’s likeness or voice. Endeavor, WME’s parent company, has also made AI-related investments, including a partnership with Speechify, a text-to-speech technology company.
Loti, currently self-funded by Arrigoni, is in the process of raising additional capital through a seed round to further develop its technology.
Frequently Asked Questions (FAQ)
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What are deepfakes?
Deepfakes are videos or images that use a person’s likeness in a false or manipulated way. They are typically created using artificial intelligence technology to generate highly realistic content, often with nefarious intentions.
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Why are deepfakes a concern for celebrities?
Deepfakes can tarnish celebrities’ reputations and harm their businesses. These manipulated videos or images can portray celebrities engaging in activities or endorsing products they have never been involved with, leading to potential legal and financial consequences.
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How does Loti’s technology work?
Loti utilizes AI software to search the internet for unauthorized content featuring clients’ likenesses. Clients provide various photos and short audio clips to help identify any infringing material. Loti then sends take-down requests to online platforms, ensuring the removal of unauthorized content.
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How effective is AI in combating deepfakes?
While AI technology provides valuable tools to detect and combat deepfakes, the problem remains complex. As deepfake technology evolves, it is crucial for talent agencies and technology partners to stay ahead by continually updating their defenses.
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What is the significance of the WME and Loti partnership?
The partnership between WME and Loti signifies the entertainment industry’s recognition of the need for AI-driven protections against deepfakes. By leveraging Loti’s technology, WME can provide better visibility and control over unauthorized content featuring their clients, safeguarding their reputation and commercial opportunities.
Disclaimer: The information provided in this article is based on the original source and the interpretation of the AI assistant. It is advised to refer to the original source for complete and accurate information.
The entertainment industry is increasingly concerned about the threat of deepfakes, which are manipulated videos or images that use a person’s likeness in false or misleading ways. In response, talent agencies like WME are turning to AI technology to protect their clients’ reputations and businesses. A recent partnership between WME and Loti, a firm specializing in AI software, aims to identify and remove unauthorized content featuring clients’ likenesses on the internet.
Loti’s technology utilizes AI software to search the web for infringing photos and videos. Clients provide multiple photos from different angles and record short audio clips that are used to identify unauthorized content. Loti then sends take-down requests to online platforms, ensuring the removal of the infringing material. This proactive approach provides talent agencies like WME with enhanced visibility and control over the deepfake problem.
The partnership between WME and Loti highlights the entertainment industry’s recognition of the need for AI-driven protections against deepfakes. Deepfakes can damage celebrities’ reputations and commercial opportunities by portraying them in false scenarios or statements. By leveraging Loti’s technology, talent agencies can safeguard their clients’ brands and businesses from these risks.
However, the problem of deepfakes remains complex, and as AI technology evolves, so does the technology used to create deepfakes. It’s crucial for talent agencies and their technology partners to continually update their defenses to stay ahead of malicious actors online. The realistic nature of deepfakes makes it challenging for most people to discern between real and fake content, increasing the need for advanced AI tools to combat this issue.
In addition to the partnership with Loti, WME has also joined forces with Chicago-based startup Vermillio to detect and prevent IP theft using generative AI content. WME’s parent company, Endeavor, has made other AI-related investments, including a partnership with Speechify, a text-to-speech technology company. These strategic partnerships highlight the commitment of talent agencies and their parent companies to leverage AI technology for the protection of their clients.
The prevalence of deepfakes poses a substantial threat to the entertainment industry, with newer AI models potentially misusing copyrighted works and blurring the lines between reality and fiction. Platforms like Meta (formerly Facebook) and Google have faced challenges in removing billions of deceptive ads and ad accounts in 2022 alone. The rise of deepfakes further exacerbates the need for improved AI-driven protections.
Overall, the partnership between WME and Loti represents a significant step in addressing the deepfake problem in the entertainment industry. By utilizing AI technology to identify and remove unauthorized content, talent agencies can better protect their clients’ reputations and commercial opportunities. As technology continues to evolve, it is crucial for the industry to stay vigilant and invest in cutting-edge AI tools to combat deepfakes effectively.
The source of the article is from the blog mivalle.net.ar