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Two months ago, media giant Fox Corp. partnered with Polygon Labs, the team behind the Ethereum-focused layer-2 blockchain, to tackle deepfake distrust<\/a>.<\/p>\n Fox and Polygon launched Verify, a protocol that aims to protect their IP while letting consumers verify the authenticity of content. And since then, government regulatory committees, publishers and others have seen this as a viable solution to a \u201ctoday problem,\u201d Melody Hildebrandt, CTO of Fox Corp., said on TechCrunch\u2019s Chain Reaction podcast<\/a>.<\/p>\n Hildebrandt said she\u2019s bullish that more news outlets, media companies and others will integrate this technology as AI technology goes into the mainstream. It may be beneficial to both AI companies and creators: The models gain knowledge and outlets and individuals can verify their work.<\/p>\n And it\u2019s important for end users, who are uncertain about whether the content they\u2019re consuming is trustworthy or not, Mike Blank, COO at Polygon Labs, said during the episode.<\/p>\n \u201cThere\u2019s obviously the beat on the hill,\u201d Hildebrandt said. Although most publishers want to participate in this type of ecosystem, they don\u2019t want to sign away \u201call their crown jewels,\u201d she added. This means imposing some technical guardrails that allow creators to get ahead, but still being able to maintain some optionality in the future.<\/p>\n \u201cWe had this immediate kind of \u2018aha\u2019 moment,\u201d Hildebrandt said. \u201cI think that we could think about blockchain provenance as a bit of a grounding to think about the \u2018input into model\u2019 question and how to think about provenance and media in an AI-generated world.\u201d<\/p>\n There\u2019s an opportunity for blockchains to help establish the veracity of data and authenticate content that\u2019s proliferating across the internet, Blank said. The hope is to uncover untrustworthy content so consumers can feel some comfort in a world where things can\u2019t always be trusted.<\/p>\n One of the key benefits of blockchain technology is the ability to store data in a way that ensures the integrity of that data. Blockchains can also cryptographically validate the authenticity of images, text, video or other media assets.<\/p>\n \u201cWhen you put that content on chain, you can now validate that content was created by a certain individual or brand,\u201d Blank said.<\/p>\n Ultimately, it\u2019s in a brand\u2019s best interest to proactively provide verified information, Blank said. \u201cIt will be increasingly simpler for end users to understand where they\u2019re receiving their content from and whether that\u2019s actually valid or verified in some way.\u201d<\/p>\n AI-derived content is being generated at an unprecedented pace and will continue as AI becomes more capable. \u201cI think we all have to work together in order to ensure that the technological environment that we\u2019re creating enables the scale to, to solve this problem at a pace at which, again, the end user consumer can and can effectively consume,\u201d Blank said.<\/p>\n This story was inspired by an episode of TechCrunch\u2019s podcast Chain Reaction. Subscribe<\/a> to Chain Reaction on Apple Podcasts<\/a>, Spotify<\/a> or your favorite pod platform to hear more stories and tips from the entrepreneurs building today\u2019s most innovative companies.<\/em><\/p>\n Connect with us:<\/strong><\/p>\n\n