As celebrities wage an increasingly fierce fight to combat AI-generated deepfakes—perhaps most notoriously Taylor Swift last week—prominent talent agency WME announced a deal with Chicago-based tech company Vermillio that aims to better arm the performers they represent from having their images manipulated and exploited online.

The deal with Vermillio, The New York Times reported on Tuesday, will allow WME to inject a digital tracker called Trace ID into images of its clients, which can then be used to monitor and identify authentic images—conversely giving them a way to protect and monetize their likeness.

While details on how the technology works are sparse, Vermillio’s Trace ID utilizes blockchain technology to record and track images, the Times said.

“We have been at this for a while to try and tackle this issue so that our clients have protections in place to at least start to address what is clearly a rampant issue,” WME’s head of digital strategies, Chris Jacquemin, told the newspaper. “You have no real ability to stop it other than manually stumbling across it,” adding that Vermillio automates the process.

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Author: Jason Nelson

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