Blockchain vs. Deepfakes: Securing Content in the AI Era

The battle to protect intellectual property (IP) rights, ownership, and provenance.

Over the past few months, a number of BETA partners have committed to joining the Greenfish BETA launch.

Each conversation has deepened our understanding of the challenges in content streaming—from costly streaming operations and excessive reliance on social media platforms (the gatekeepers to fanbases), to issues around fair monetisation.

However, in the era dominated by Generative AI and Deepfakes, the overarching concern is the protection of intellectual property (IP) rights, ownership, and provenance.

AI-generated content and deepfakes are not only distorting public perception but also damage reputations and complicate the ownership of digital media. With readily accessible AI tools like Sora, MidJourney, and DALL-E, convincingly fake content is a new challenge to those who finance, create and monetise content.

From Rights Owners to Production Companies, Music Labels, and Content Creators, everyone involved in creating and owning IP is in search of effective means to secure and verify media ownership and ensure that revenue, generated from each of their fan bases, flows directly into the IP owner's pocket.

Enter the blockchain—a ready-made solution providing an immutable and transparent ledger of content creation and ownership. Blockchain technology enhances security by distributing data storage across a network of computers. Once information is recorded on a blockchain, modifying it becomes nearly impossible without network consensus, ensuring that every transaction or entry is verified and legitimate.

For content owners, rights holders, brands, and creators, this means that every piece of media they create can be timestamped and registered to their identity on a blockchain, providing a permanent, unalterable record.

By ensuring that all content has a verified history of ownership, blockchain technology makes it significantly harder for AI-generated falsifications to be passed off as authentic. Getting ahead of this has become vital as these technologies become more sophisticated and prevalent across digital and social platforms, whilst also supporting legal action against unauthorised use or manipulation of the media.

Greenfish's BETA application has been designed to ensure content ownership protection, providing indisputable ownership proof and ensuring that rights and related revenues are protected indefinitely.

Follow Greenfish on Substack and on X (Twitter) for the latest updates on our MVP. We're planning to open our waiting list by the end of the summer."