- Fox Corp. is using blockchain technology to address deepfake distrust
- CTO Melody Hildebrandt claims the collaboration is yielding results in safeguarding intellectual property and authenticating content.
- Fox launched Verify in partnership with Polygon in January
Fox Corp. is successfully using blockchain technology to tackle deepfake distrust, according to its CTO. Fox teamed up with Ethereum-focused layer-2 blockchain project Polygon Labs two months ago to launch Verify, a protocol aimed at safeguarding intellectual property while allowing consumers to authenticate content, and Melody Hildebrandt claims that the partnership is already bearing fruit. The issue of deepfakes is rapidly becoming a real-world problem, and blockchain’s native stamps of authenticity are clearly helping to deal with the issue head-on.
Verify With Verify
Fox and Polygon teamed up in January to release a beta version of Verify, an open-source protocol meant to establish the history and origin of registered media. Publishers can register content on Verify to prove origination, with individual pieces of content cryptographically signed on-chain, allowing consumers to identify content from trusted sources using the Verify Tool.
Discussing the initiative on TechCrunch’s Chain Reaction podcast, Hildebrandt highlighted the significance of Verify as a solution to contemporary challenges:
We had this immediate kind of ‘aha’ moment. I think that we could think about blockchain provenance as a bit of a grounding to think about the ‘input into model’ question and how to think about provenance and media in an AI-generated world.
Similarly, Mike Blank, COO at Polygon Labs, emphasized the importance of ensuring trustworthy content for end users:
There’s obviously the beat on the hill. It will be increasingly simpler for end users to understand where they’re receiving their content from and whether that’s actually valid or verified in some way.
Blank further highlighted the potential of blockchain technology in establishing data veracity and authenticating content across the internet, saying, “When you put that content on-chain, you can now validate that content was created by a certain individual or brand.”
Keeping Consumers Safe is the Priority
As AI-generated content continues to surge, the collaboration between Fox and Polygon aims to enable a technological environment that empowers consumers to effectively navigate the landscape of digital media and be sure that what they’re seeing is genuine.
In May 2022, a deepake video of Elon Musk saw the Tesla and X CEO bigging up a crypto investment program that could guarantee investors 30% every day, an act that highlights the impact that such technology could have in the crypto world alone.
