To combat deepfake mistrust, media behemoth Fox Corp. teamed up two months ago with Polygon Labs. The group behind the Ethereum-focused layer-2 blockchain.

Fox and Polygon introduced Verify. A technology designed to safeguard their intellectual property while enabling users to confirm the legitimacy of content. Since then, publishers, government regulatory committees, and other parties have viewed this as a workable solution to a “today problem,” according to Fox Corp. CTO Melody Hildebrandt.

Hildebrandt expressed her optimism that as AI technology becomes more widely used, more media organizations. News organizations, and other entities will include this technology. It might be advantageous for AI developers as well as companies. The models receive training and exposure, and people are able to validate their work.

Additionally, as Mike Blank, COO at Polygon Labs, noted during the podcast, it’s critical for end users who may not be sure if the content they’re reading is reliable.

Hildebrandt remarked, “There’s the beat on the hill, obviously.” She went on, “Most publishers want to be part of this kind of ecosystem, but they don’t want to give up “all their crown jewels.” This entails putting in place some technological barriers to advancement for producers while maintaining some future freedom to choose.

Blockchain Transforming Content Verification in the Age of AI

We experienced a sudden “aha” moment, according to Hildebrandt. “I believe that blockchain provenance could serve as a starting point for thinking about the “input into model” issue. How to conceptualize provenance and media in a world created by artificial intelligence.”

According to Blank, blockchains have the potential to verify content. That is spreading over the internet and assist establish the authenticity of data. The goal is to expose unreliable stuff so that people can find some solace in a world where things aren’t always reliable.

The capacity of blockchain technology to store data in a manner that guarantees data integrity is one of its main advantages. Additionally, blockchains may cryptographically confirm the legitimacy of any text, video, image, or more media resources.

“Now that the content is on chain, you can verify that it was produced by a specific person or company,” stated Blank.

In the end, according to Blank, it is a brand’s best interest to proactively supply verifiable information. “End users will find it easier to comprehend the source of the content they are consuming and whether it has been independently validated or confirmed.”

Content produced by AI is emerging at a never-before-seen rate, and this trend will only increase as AI’s capabilities advance. “To solve this problem at a pace that, once again, the end user consumer can and can effectively consume. I think we all have to work together to ensure that the technological environment that we’re creating enables the scale to,” Blank stated.