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Verance has introduced a watermarking system to digitally authenticate and track trusted news sources for video in advance of the 2024 elections.
The “first-to-market system” arrives amid stepped up online vigilance by major news organizations, including CBS News, which recently launched a new fact-checking unit for AI to combat misinformation from deep fakes.
With presidential primary elections starting in January, Verance says it is now in advanced talks with TV and digital news operations, as well as consumer electronics giants, about forming partnerships for the trusted news source watermarking system which, after detecting the embedded Verance watermarks, allows viewers to determine the authenticity and accuracy of the information provided. This includes whether the media has been tampered with or modified during distribution, as well as providing them with the ability to access fact checking sources relevant to the news content.
The San Diego-based company has decided to also make the system immediately available to a wide variety of critical information sectors, including political campaigns and other corporate and governmental organizations. They would work in partnership with makers of TVs and consumer devices to protect their audience — and their reputations — against the increasing risks of online misinformation, misrepresentation and distortion.
Recent public and private sector safeguarding actions reflect a growing sense of public uneasiness around the new technology, with a recent Axios-Morning Consult poll showing more than half of Americans expect misinformation spread by AI to impact who wins next year’s elections.
Verance, whose watermarking systems have been standardized over the past nearly