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Talent agency WME has inked a partnership with Loti, a Seattle-based firm that specializes in software used to flag unauthorized content posted on the internet that includes clients’ likenesses. The company, which has 25 employees, then quickly sends requests to online platforms to have those infringing photos and videos removed.
Financial details of the deal were not disclosed. ...
Loti co-founder Luke Arrigoni launched the startup about a year and a half ago. He previously ran an artificial intelligence firm called Arricor AI and before that was a data scientist at Creative Artists Agency, WME’s main rival.
Arrigoni said Loti began working with WME about four or five months ago. WME clients give Loti a few photos of themselves from different angles. They also record short audio clips that are then used to help identify unauthorized content. Loti’s software searches the web and reports back to the clients about these unauthorized images and sends takedown requests to the platforms.
“There’s this kind of growing feeling that this is an impossible problem,” Arrigoni said. “There’s this almost adage now where people say, ‘Once it’s on the internet, it’s on the internet forever.’ Our whole company dispels that myth.” ...
See the full story here: https://www.latimes.com/entertainment-arts/business/story/2024-04-02/wme-loti-deepfakes-artificial-intelligence