SAN FRANCISCO – Vermillio, a technology firm specializing in identifying and addressing synthetic media, is extending its advanced deepfake detection capabilities, previously the domain of high-profile clientele, to the general public through a new, free version of its service.
This strategic expansion arrives amid escalating concerns over the proliferation of AI-generated deepfakes and coincides with intensified advocacy efforts by organizations such as the Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) for stronger state and federal legislative protections against the misuse of individuals’ likenesses through artificial intelligence.
Understanding the Deepfake Threat
The rise of sophisticated AI technologies has made it increasingly simple to create realistic, yet entirely fabricated, images, audio, and video depicting individuals saying or doing things they never did. These “deepfakes” pose significant threats, ranging from reputational damage and fraud to the potential undermining of public trust and the exploitation of personal identity. While celebrities and public figures have been prominent targets, the technology is becoming more accessible, raising alarms about its potential impact on average individuals.
Recognizing the gravity and scale of this emerging issue, the entertainment industry has begun forging alliances with tech companies. Last year, talent agency WME (William Morris Endeavor) partnered with Vermillio. Chris Jacquemin, head of digital strategy at WME, underscored the “extraordinary scale” of the deepfake challenge and the critical necessity for rights holders – whether major studios or individual creators – to possess a clear understanding of precisely how their data and intellectual property are being utilized within AI outputs.
Jacquemin highlighted Vermillio’s effectiveness, noting that its TraceID service has demonstrated success in safeguarding high-profile public figures from unauthorized deepfake reproductions.
Vermillio’s Solution: TraceID
Vermillio’s core offering, the TraceID service, is designed to scan online platforms and detect instances of deepfakes or other unauthorized uses of an individual’s likeness created using AI. Upon identification, the service assists in initiating takedown procedures to remove the offending content. Historically, access to such specialized protection has been largely limited to those with the resources or industry connections to afford or access it.
Expanding Access to the Public
The decision by Vermillio to launch a free version of its service for the general public marks a significant pivot. Previously focused primarily on its premium celebrity-oriented platform, the company is now aiming to democratize access to deepfake detection tools. Jacquemin characterized this move as a substantial step in “democratizing the ability to police the use of one’s likeness by AI platforms.”
This expansion acknowledges that the threat of deepfakes is not confined to the famous but represents a broader societal challenge that requires broader technological solutions. By offering a free tier, Vermillio aims to provide a fundamental level of protection and awareness to a wider audience who may lack the means or expertise to monitor for synthetic media featuring them.
Business Context and Future Outlook
The expansion comes as Vermillio continues to grow its operations. The company has successfully raised $24 million in funding, signaling investor confidence in its technology and market potential. While the company is not yet profitable, according to a report by Time magazine, its TraceID service has seen remarkable growth in revenue, increasing tenfold between April 2023 and April 2024.
This rapid revenue acceleration suggests a growing demand for deepfake detection and protection services, particularly within the professional and public figure markets that Vermillio initially served. The company currently counts hundreds of users on its platform, a number it anticipates will grow significantly, potentially reaching thousands by the end of the year as the public offering gains traction and awareness of the deepfake threat continues to mount.
Navigating the Future of Digital Identity
The availability of advanced tools like Vermillio’s free service to the general public represents an important development in the ongoing effort to combat the malicious use of AI for creating deepfakes. As AI technology continues to evolve rapidly, making synthetic media creation easier and more convincing, the ability for individuals to detect and challenge unauthorized uses of their likeness becomes increasingly crucial.
Coupled with the legislative efforts advocated by groups like SAG-AFTRA, technological solutions like TraceID offer a multi-pronged approach to protecting digital identity in an era increasingly shaped by artificial intelligence. The expansion by Vermillio suggests a growing market and a recognition that the fight against deepfakes requires tools accessible to everyone, not just the privileged few.
