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TrueMedia, a nonprofit organization based in Seattle, recently launched an AI-powered media verification tool aimed to help journalists and fact-checkers detect deepfakes and combat misinformation ahead of important elections. Led by Oren Etzioni, an AI specialist and University of Washington professor, and funded by Uber co-founder Garrett Camp through his nonprofit foundation, the organization has been working to develop a tool that can accurately identify fake content with roughly 90% accuracy across different forms of media such as images, videos, and audio.

The new tool from TrueMedia uses a combination of internally developed technology and AI detection tools from its partners to analyze media and determine the probability of content being fake. The organization’s ability to identify deepfakes has been described as “extremely high,” with notable examples including a known fake video that falsely claimed Ukraine’s top security official confessed to a terrorist attack being labeled as “highly suspicious” by the tool. TrueMedia also recently reached an agreement with Microsoft to collaborate on different AI models and approaches.

Through partnerships with companies like Hive, Clarity, Reality Defender, OctoAI,, and Sensity, TrueMedia is able to enhance the capabilities of its verification tool and access additional resources to improve its effectiveness in detecting deepfakes. The organization’s collaboration with Microsoft and other tech companies highlights the importance of uniting efforts to combat misinformation and safeguard the integrity of information shared across various platforms in the digital age.

TrueMedia aims to prevent fake content from influencing important political events, such as the upcoming U.S. presidential election and other elections worldwide. By providing journalists and fact-checkers with a reliable tool to debunk fake content quickly, the organization hopes to minimize the impact of misinformation on the public discourse and electoral outcomes. While the tool is currently limited in access to protect its methods from adversaries, TrueMedia plans to expand its availability through possible integration into web browsers and social media platforms in the future.

Oren Etzioni, the founder of TrueMedia, has extensive experience in the field of artificial intelligence and is committed to staying ahead in the ongoing “arms race” against deepfake creators. His work in AI has given him a unique perspective on the rapid advancements in technology and the ever-evolving landscape of tools and algorithms used in the field. Despite the challenges posed by the dynamic nature of AI development, Etzioni remains optimistic about the progress made in detection methods and expresses confidence in the ability to keep up with the evolving threats posed by deepfake technology.

As TrueMedia continues to refine its verification tool and explore new avenues for integration into popular online platforms, the organization remains dedicated to its mission of safeguarding the integrity of information through advanced AI technology. By empowering journalists and fact-checkers with the tools needed to combat fake content and deepfakes effectively, TrueMedia hopes to contribute to a more informed and secure digital environment for users worldwide. With ongoing partnerships and collaborations with tech industry leaders, the organization is well-positioned to make a significant impact in the fight against misinformation in the digital age.

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