At the recent CDSA Summit @ Los Angeles event held at Google’s Spruce Goose Hangar, Hollie Choi, managing director of the Entertainment ID Registry (EIDR), offered a look at EIDR’s role in the global entertainment supply chain as it relates to artificial intelligence, content provenance, and authenticity.
Her presentation — “EIDR (and AI) in Content Provenance and Authenticity” — sought to look at how the entertainment supply chain will adapt and adopt identifiers to integrate AI respectfully for all parties, as AI increasingly becomes an agitator for complexity within contracts, and IP rights are being challenged.
The industry is already heavily reliant on EIDR to ID its assets, with one studio doing more than five million API calls to EIDR, and another doing approximately 3.5 million, Choi said. But with AI being increasingly used to create deepfakes, EIDR is also finding itself in new territories.
“We’re using EIDR in a very different way than what it was originally designed for, and that is in the framework for AI models and ethical use of content and making sure that we can secure content, even once it leaves the studio it’s sort of the wild, wild west what happens next right,” she said.
People have taken studio content and altered it with AI to make actors say things they didn’t. That’s led EIDR to take part in the IBC “Digital Replicas and Talent ID: Provenance, Verification and New Automated Workflows” Accelerator project, which offers a standardized ID framework to enable talent authentication of digital replicas for the media supply chain.
Headed by HAND (Human & Digital), EIDR is assisting in mapping the workflows for the project and has taken the lead on helping HAND set up a new online resource for the project, offering details around workflows, use cases, legal and ethical concerns, background on everyone involved with the project, and resources for industry players interested in digital replicas and all the technology entails.
The resource includes a detailed account of how actor Evan Shafran (Barbie, Rebel Moon) had a digital replica created, and registered with HAND ID.
“We help to control content once it does leave the studio and prevent it from being used for some nefarious use cases, especially in deepfakes,” Choi said.
Deepfakes of notable people are becoming indistinguishable from reality and EIDR’s involvement in the Accelerator project aims to give both studios and actors peace of mind, with the ability to easily identify deepfakes that lack the metadata and EIDR ID provides.
To watch Choi’s full presentation, click here.
The Content Delivery & Security Association’s (CDSA) CDSA Summit @ Los Angeles was designed to engage as much as enlighten, gathering CDSA Board and member companies along with their colleagues and collaborators to engage in vigorous conversation about the state of content protection and artificial intelligence in the media and entertainment industry.
CDSA Summit @ Los Angeles was presented by Indee, with sponsorship by Google Cloud, Eluvio, GeoComply, Material Security, EIDR, the Tech Align Group and Vision Media.
