Where to find trust again in a world being remade by AI fakery

n the U.S. and around the world scramble to catch up with AI developments that have progressed by unexpected leaps in recent months in hopes of staving off some near-future calamity, AI-generated content has been fomenting concern for years and is only getting better.

Some spoofs related to the upcoming 2024 presidential election cycle have begun appearing. The Republican National Committee produced a political ad it released in April that used AI-generated video imagery to depict concocted post-election scenarios should President Joe Biden be reelected. But a Utah startup, launched by a trio of local tech veterans, is pursuing a different angle, aiming to develop a process that mediates the easy certification of video, images and audio files that can then be used as the foils to locate and identify fake, and unauthorized use, of that information., just earned its way into an exclusive accelerator program hosted by Amazon Web Services that's working to give emerging companies in the artificial intelligence space a running start.

Bunked's initial work is focused on protecting "personhood." But founders say they're aiming to build out the system to enable certification and detection of the re-use of protected content, like a musician's voice or audio recordings or the works of a visual artist or other original content.

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