M+E Daily
EIDR APM: HAND Gets Ahead of the Game in a GenAI World
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At the recent EIDR Annual Participant Meeting (APM) in Culver City, Calif., Gabriel Berger, senior advisor and growth officer for HAND (Human and Digital), said with the advances of Generative AI and the prevalence of deepfakes, his company’s unique identifier standard is becoming more necessary than ever before.
HAND aims to meet the challenges of an evolving landscape of identity in today’s digital age, harmonizing human and digital identifiers. HAND’s interoperable IDs enable verification of notable human talent, and their connected digital replicas, and fictional characters, in sports, entertainment, gaming, fashion, you name it.
With some of the world’s best-known talent — deepfake nudes and Taylor Swift, a deepfake version of Tom Hanks promoting a dental plan — becoming victim to false representations recently, the need to accurately verify the legitimacy of what you’re seeing not only means more trust, but also more revenue.
“That’s why we have HAND,” Berger said, pointing to three unique HAND identifiers for on-screen characters played by Hanks, including human, digital replicas, and fictional-animated. “We can’t do it alone; we have to do it as part of an ecosystem.
“One of the reasons we love working with EIDR, and why we’re a big proponent of EIDR, is the worldview. We’re into standardization, scalability, and simplification. EIDR makes the complex simple.”
Think of HAND as akin to an actor’s or athlete’s barcode, he said, providing standardization to the media supply chain that can be used to track residuals, royalties, and more, and do it in an automated fashion.
“In a lot of ways, we’re the canary in the coalmine,” Berger said. “What we’re talking about here is not a solution in search of a problem. There has to be a system of compliance out there around how you’re represented.”
To listen to the HAND presentation at EIDR APM, click here.
To view the presentation slide deck, click here.
