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A new startup, ForceField, is taking on the challenge of combating the proliferation of deepfakes and falsified evidence in the era of AI. The company is showcasing its innovative solutions on the Startup Battlefield stage at TechCrunch Disrupt 2024. ForceField is developing a set of “patent-pending” APIs known as MARQ, with the first API designed to authenticate content.
## Leveraging Blockchain Technology for Authentication
ForceField’s initial product, HashMarq, focuses on verifying content submissions and labeling them as authentic, complete with a badge of authenticity. Instead of relying on tangential methods like adversarial AI or watermarking, ForceField’s technology establishes a “chain of custody” to determine provenance by analyzing metadata from data streams and connected devices. This approach involves utilizing blockchain technology for smart contracting to ensure the security, transparency, and immutability of verified content.
## Use Cases and Market Impact
The application of ForceField’s technology extends to a wide range of industries and scenarios. Enterprise customers, including chief information officers and trust and safety teams, can integrate the technology through an API or SDK into their applications. This integration effectively serves as a digital certificate for content that has passed verification checks. The potential use cases span from verifying citizen journalist submissions to assisting law enforcement in validating witness or victim accounts.
## Proof-of-Concept and Future Plans
While still in the early stages, ForceField is actively working on a proof-of-concept with insurance giant Erie and has secured letters of intent from three additional customers. The company aims to finalize the proof-of-concept and launch commercially in the first quarter of 2025. With plans to expand beyond the insurance industry, ForceField envisions broad applicability across various sectors impacted by the rise of AI-generated content.
ForceField’s funding journey includes a combination of bootstrapping, angel investments from notable figures like Debra Messing, and strategic partnerships. The company’s commitment to diversity and female leadership sets it apart in a predominantly male-dominated tech industry, emphasizing the importance of transparency and inclusivity in driving innovation.
By addressing the evolving challenges posed by deepfakes and digital deception, ForceField is poised to make a significant impact in ensuring the authenticity and integrity of online content.
