In a world of picture-perfect posts, it’s getting harder to tell whether the image you're looking at has been digitally enhanced. At VivaTech in Paris, a Canadian startup is using AI to uncover the hidden edits behind influencer content.

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The release of Open AI's ChatGPT has accelerated the development of artificial intelligence and warnings about its impact on society.

Rise of AI

A Canadian startup showcased at VivaTech in Paris is using artificial intelligence to identify digital alterations in social media influencer posts, particularly within the beauty sector. Their tool analyzes influencer accounts and assigns a 'retouched score,' allowing brands to assess the authenticity of content before engaging with influencers.

While the technology provides valuable data on digital enhancements, experts caution that detection tools are not always reliable, with AI sometimes misclassifying content. The ongoing advancement of AI means that both content generation and detection methods are constantly evolving, creating a continuous challenge for startups like Trusting Pixels to keep up with increasingly sophisticated digital edits.

The startup exposing digitally-altered social media content

Is this woman's make-up real or has it been added digitally? As social media increasingly relies on digitally enhanced posts, a Canadian start-up is using AI to uncover the hidden edits behind influencer content. Here you have different influencers. Ironically these influencers are in the beauty sector. We analyzed all their accounts and identified how much of their content is retouched. And as you can see, every single influencer retouches a different amount. So will a brand want to pick an influencer that retouches more or less? We leave it up to them. But now they have access to this data that helps them identify which influencers essentially produce more authentic content. The company's tool generates reports that assign a retouched score to influencer accounts, helping clients navigate who's sharing authentic content and who's curating a digital illusion. But some experts say that the detection tools are not always up to the task. It's pretty unreliable. I've written stuff that's me and it says it's AI-generated. I've AI-generated stuff and it says, no, that's you. So there's still a long way to go. But again, it comes down to sophisticated pattern recognition. And so going forward, what you are going to have is a constant cat and mouse, which is generation gets better and evades the detection. So the detection has to get better. And so you're going to see this ratcheting up in terms of, but you know, it's an evolving problem. As AI becomes more advanced, so does the need for sophisticated tools to keep pace. Startups like Trusting Pixels aim to stay ahead in the race between the blurring lines of reality and illusion. Trusting Pixels is a proud sponsor of Seeker.

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The startup exposing digitally-altered social media content

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Rise of AI