Swear: The AI Startup Fighting Deepfakes with Media DNA

Deepfakes, the manipulated media that can be used to spread misinformation and undermine trust, are a growing problem. As AI tools like Dall-E and Sora become more sophisticated, the need for reliable methods to identify these fakes becomes ever more critical.

Swear's Solution: Media DNA

Swear, a startup founded in 2017, is tackling this challenge by creating a unique digital fingerprint for every piece of media. They call it Media DNA. This fingerprint is generated by analyzing the media, assigning a unique hash value to each pixel and sound byte, as well as any metadata, and storing it on a secure blockchain.

How Does Media DNA Work?

Think of it as documenting the DNA of a video. Swear breaks the video down into frames and then applies an algorithm to assign a unique numerical value to each pixel and sound byte. These values, like fingerprints, are then stored on a blockchain, making them immutable and tamper-proof.

If you suspect a video has been altered, Swear can compare the current video to the stored DNA. Any changes will be instantly detectable as the hash values will differ.

Swear's Mission: The Notary of the Internet

Swear's target audience includes government agencies, politicians, law enforcement, technology companies, news organizations, and even mass transit systems. Their goal is to become the notary of the internet, ensuring the authenticity and integrity of digital media.

The Future of Swear

Swear is currently in the process of raising $3 million in a preseed round. They aim to target the security and surveillance industry first, followed by media and social media platforms. Ultimately, they aspire to integrate their technology directly into phone manufacturers' devices.

With the increasing prevalence of deepfakes, Swear's innovative approach offers a promising solution to combating the spread of misinformation and maintaining the integrity of digital media.