24
IBC2024: ACCELERATORS DESIGN YOUR WEAPONS IN THE FIGHT
AGAINST DISINFORMATION AND DIGITAL REPLICAS AND TALENT ID
Disinformation and digital replicas are the topics for today’s Accelerator sessions on the Innovation Stage. ‘Design your Weapons in the Fight Against
Disinformation’ aims to develop an industry- wide understanding about the challenges faced by all media outlets in identifying disinformation, helping audiences identify trustworthy news, information and images, and the lengths that news organisations go to in order to verify and authenticate sources and trace the provenance of news stories. The project is championed by the BBC, Paramount Global, CBS News, ITN, Transmixr, Media City Bergen, YLE and other world- leading broadcasters and news agencies. The participants are Hand Identity, 2G Digital and Open Origins. Judy Parnall, Head of Standards & Industry at the BBC, highlights the urgency of this challenge: “Our trusted content and brands are at risk from impersonation, often on social media, and from simply disappearing or being indistinguishable in a mass of generated content – much of which will be at best overwhelming in scale and at worst harmful and misleading. This is particularly of concern around the rise of deepfakes to infl uence the narrative around news which are already being seen on social media in this year of elections.” Today, the team will be showcasing their
fi ndings and demonstrating the effectiveness of tools including deepfake detection technologies, media provenance tools, and cryptographic hashing and blockchain in real-world scenarios. They aim to highlight the collaborative efforts and technological advancements that can help combat disinformation, providing a platform for further discussion and development in the media industry. This showcase will not only demonstrate the practical applications of their work but also serve as a call to action for further industry collaboration and innovation. This afternoon’s project ‘Digital Replicas
and Talent ID: Provenance, verifi cation and new automated workfl ows’, championed by Paramount Global, ETC, SMPTE, ITV and the Royal Central School of Speech and Drama, tackles the evolving disruption within the media and entertainment industry, specifi cally focusing on the challenges associated with talent
authentication in the digital landscape. It addresses the evolving disruption within the media and entertainment industry in the authentication and management of talent in today’s digital landscape. Specifi cally, it addresses issues tied to AI-generated content, virtual world representation and talent provenance. By offering a distinct and standardised identifi cation framework, this project aims to streamline the authentication process, ensuring reliable verifi cation of real individuals, virtual avatars and fi ctional entities. “While the threat of fraudulent deepfakes in media and entertainment has the potential to create an erosion of trust, loss of revenue and automated disinformation, there is another, more positive story about AI talent that deserves elevation and exploration,” says Will Kreth, CEO of participant Hand Identity. Additional participants are EIDR and
Videntifi er. The team will aim to create a consent-based digital replica of a notable legal and natural public fi gure and test new workfl ows that include tagging and labelling, with resolvable, unique and interoperable public IDs.
“This project is not just about solving current challenges, but also about paving the way for a future where digital talent management is effi cient, transparent and fair”
Will Kreth, Hand Identity
Today’s session will feature a POC that demonstrates the viability of these new workfl ows and illustrates how the project minimises legal complexities and enhances transparency in talent utilisation through streamlined collaboration and licensing across industry stakeholders. The team plans to present a summary paper documenting the workfl ow narrative, a presentation deck diagramming the workfl ow using unifi ed modelling language (UML), and a short video documenting the following steps: • The greenlighting and creation of a consent-based digital replica of a notable legal and natural person • Collaborating with a talent agency and/ or NIL-rights licensing entity on the key
Will Kreth, CEO of Hand Identity, is taking part in the Digital Replicas and Talent ID Accelerator
provenance information about the digital replica chain-of-custody • Tagging/labelling them with a resolvable Hand Talent ID (a unique, interoperable public identifi er) • Collaborating with
C2PA.org to embed the Hand Talent ID as cryptographic metadata in a watermark/fi ngerprint, as a C2PA Content Credential for that digital replica identity in a multi-party workfl ow • Documenting and measuring the security and applicability of the licensed digital replica talent ID in business (eg, deal memos, contracts, licensing, verifi cation, tracking of rights). As Kreth emphasises: “This project is not just about solving current challenges, but also about paving the way for a future where digital talent management is effi cient, transparent and fair, ensuring that the rights and identities of individuals are respected and protected in the ever-evolving digital world.”
Design your Weapons in the Fight Against Disinformation takes place from 10:45-11:45 today on the Innovation Stage in Hall 3. It will be followed by Digital Replicas and Talent ID: Provenance, verifi cation and new automated workfl ows from 13:30-14:30.
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