Melissa Hutchins, the co-founder and CEO of Certifi AI, was motivated to tackle the issue of deepfake abuse after experiencing cyberstalking from her roommate’s husband. The man, a cybersecurity consultant, sent thousands of threatening messages to Hutchins and those close to her, leading her to feel powerless in the face of his relentless attacks. Despite limited legal recourse for victims, Hutchins is determined to develop technology that can help identify and remove inappropriate and illegal deepfake content.
Hutchins launched Certifi AI in August 2023, with the goal of creating a tool to identify deepfake images and videos, especially those targeting girls and women. The startup is training a model to detect deepfake content, with plans to offer the tool to both law enforcement for criminal prosecutions and media platforms for content moderation. Hutchins also aims to empower victims by providing them with a way to protect themselves and their identities from malicious actors who create deepfakes.
While there are other organizations working in the deepfake space, Hutchins believes her personal experience with cyberstalking gives her a unique perspective on the issue. She emphasizes the importance of having more women in leadership positions within the industry, given that women and girls are often the primary targets of deepfake exploitation. Hutchins hopes to collaborate with other experts in the field to further advance efforts to combat malicious deepfake activities.
The prevalence of deepfake abuse was highlighted in January when pornographic deepfake images of Taylor Swift circulated on social media platforms before they were removed. Despite the widespread impact on women and girls, efforts to combat malicious deepfakes have primarily focused on political candidates and issues. Hutchins believes that addressing the harm done to women and girls by deepfake abuse is crucial, and her startup, Certifi AI, is dedicated to developing technology that can help protect these vulnerable populations.
Hutchins’ personal experience with cyberstalking underscores the challenges that victims face in seeking legal protection and stopping online harassment. While Washington and other states have passed laws to criminalize the creation and sharing of deepfake images involving minors, there remains a need for technological solutions to combat deepfake abuse more effectively. Certifi AI’s initiative to provide a tool for identifying and removing inappropriate deepfake content could significantly impact the fight against malicious uses of artificial intelligence.
Certifi AI aims to release its initial product later this year, with Hutchins working towards raising investment dollars to bring on additional team members. The startup’s focus on empowering victims, providing law enforcement with a valuable tool, and collaborating with other organizations in the deepfake space reflects a comprehensive approach to addressing the multifaceted challenges posed by deepfake abuse. As more women take on leadership roles in efforts to combat deepfake exploitation, the industry may see greater progress in protecting vulnerable populations and preventing the spread of harmful content online.
