WME Partners with AI Firm to Protect Actors' Digital Rights
William Morris Endeavor collaborates with Vermillio to introduce Trace ID, an AI tool designed to protect actors' intellectual property in the age of AI and deepfakes.
Hollywood’s William Morris Endeavor (WME) agency has joined forces with the Chicago-based AI tech company Vermillio – a partnership that marks a significant step towards safeguarding the intellectual property (IP) rights of actors in the age of artificial intelligence and deepfake technology. The collaboration introduces Trace ID, a cutting-edge tool designed to protect and potentially monetize the digital likenesses of performers.
The intersection of AI technology with the entertainment industry has raised complex questions about copyright, consent, and compensation. Last year's SAG-AFTRA strike highlighted these concerns, with performers demanding fair treatment in an era where their images could be replicated and used without their permission. Though the strike led to some concessions, the issue of protecting actors' likenesses remains. WME's initiative with Vermillio aims to address this challenge head-on.
Vermillio describes itself as the first generative platform aimed at empowering artists, talent, and brands while securing their creative endeavors. Trace ID, the product of this partnership, employs a sophisticated form of digital fingerprinting. Actors and their representatives provide identifying information to Vermillio, which is then recorded on a blockchain for enhanced security. This data is subsequently embedded into official images of the clients, allowing Vermillio to track and authenticate any online appearances of these images.
This approach not only facilitates the detection of unauthorized use but also opens up new avenues for actors to be compensated for the use of their digital likenesses. This strategy represents a proactive response to the burgeoning use of AI in creating and distributing content, sometimes to the detriment of the original creators.
The conversation around AI and IP rights has intensified with incidents like the spread of deepfake images of Taylor Swift and controversies around the AI-generated comedy special of George Carlin. Meanwhile, the tech industry continues to invest heavily in AI capabilities, with startups like ElevenLabs attracting significant funding for digital voice cloning technologies.
The partnership between William Morris Endeavor and Vermillio, through the introduction of Trace ID, represents a forward-thinking approach to the challenges and opportunities presented by AI in the entertainment industry. By leveraging blockchain technology for digital fingerprinting, this partnership sets a precedent for protecting and monetizing the intellectual property of actors in the digital age.