Latest news with #TraceID
Miami Herald
09-07-2025
- Entertainment
- Miami Herald
This entrepreneur spots deepfakes for celebrities. Can he help average Joes too?
Celebrities are all too familiar with the world of deepfakes, the colloquial term for artificial-intelligence-generated videos that depict actors and other Hollywood talent falsely doing or saying things that they never agreed to. To protect themselves, actors including Steve Harvey, Beverly Hills talent agency WME and studios have enlisted the help of Vermillio, a Chicago-based company that tracks famous people's digital likenesses and intellectual property online. Depending on what its clients want, Vermillio can have the material taken down. But as AI technology continues to improve and becomes more widely available to the general public, regular people are getting scammed too. Now, Vermillio says it is offering a version of its service for free to everyone. The move comes as more and more convincing deepfakes continue to proliferate online, making it difficult for social media sites to police such activity. In 2019, there were about 18,000 deepfakes globally, and this year, there have been roughly 2 trillion generative creations, said Vermillio Chief Executive and co-founder Dan Neely. That leaves average Joes at a growing risk of being impersonated online, with little recourse. "We can't wait for governments to solve this problem," Neely said. "We can't wait for legislators to solve this problem. We can't wait for other people to solve this problem. We just said it's the right thing to do, so we should just be doing it." With this move, Vermillo is adopting a classic "freemium" model - offering partial service for no charge and up-selling for additional features. Here's how it works. Using its TraceID technology, the company flags problematic content. For paying clients, Vermillio can send takedown requests to sites such as YouTube or Instagram. Additionally, Vermillio says clients can monetize their data by licensing it. People who sign up for the free version enter information about themselves such as their name, date of birth and social media handles. Vermillio will use that information to build a "likeness model" to scour the Internet for potential red flags involving the user's identity. Then, Vermillio alerts the user to what exists online. For example, if someone has created a fake Instagram account of that user, Vermillio would flag that. Users can decide for themselves what they would like to allow or take action to remove. If the user wants Vermillio to request takedowns of the inappropriate content, users would need to upgrade to a paid account, which starts at $10 a month and includes five monthly takedown requests. While many social media platforms give an option to users to flag problematic content, Vermillio said its service is faster and more effective than having users go directly to YouTube or Instagram to rectify the situation. It has built a network of partners and can escalate takedowns in as quickly as an hour, the company said. Vermillio executives said some real-life examples of deep fakes include celebrity voices used to raise money for fake charities or terrorist organizations, and high school students creating fake pornography of their classmates. "It's affecting regular people in the sense that they're getting scammed by deepfakes, but it's also affecting teenagers ... so people need to understand where they stand," said Kathleen Grace, Vermillio's chief strategy officer. "This is an easy way for them to do that." While fake social media profiles have existed for years, "generative AI just poured gasoline on it," Grace said. The company said hundreds of people use Vermillio's services, but didn't specify numbers. By the end of the year, the company expects to have thousands. Neely said the company isn't profitable and declined to share revenue figures. Time magazine reported that revenue from Vermillio's TraceID has increased tenfold from April 2023 to April 2024. The company makes money through the paid versions of its service and licensing. Vermillio has raised $24 million in funding. Hollywood companies and talent are navigating artificial intelligence in different ways. Groups such as performers guild SAG-AFTRA are pushing for more state and federal protections against deepfakes. Some celebrities such as Academy Award-winning supporting actor Jamie Lee Curtis struggled to get a fake ad of her on Instagram taken down showing her falsely endorsing a dental product. WME announced a partnership with Vermillio last year. "The scale of the issue is extraordinary, so if you're a rights holder, just trying to understand how much of these AI outputs are based on or utilized my data, my IP in some way, shape or form, is a massive need," said Chris Jacquemin, WME's head of digital strategy. "They've obviously proven that TraceID can protect the most important, most high-profile public figures in the world," Jacquemin added. "Opening it up in a much broader application, I think, is a huge step forward in really democratizing how anybody can start to police use of their likeness with respect to AI and AI platforms." Copyright (C) 2025, Tribune Content Agency, LLC. Portions copyrighted by the respective providers.
Los Angeles Times
08-07-2025
- Entertainment
- Los Angeles Times
This entrepreneur spots celebrity deepfakes. Can he help average Joes too?
Celebrities are all too familiar with the world of deepfakes, the colloquial term for artificial intelligence-generated videos that depict actors and other Hollywood talent falsely doing or saying things that they never agreed to. To protect themselves, actors including Steve Harvey, Beverly Hills talent agency WME and studios have enlisted the help of Vermillio, a Chicago-based company that tracks famous people's digital likenesses and intellectual property online. Depending on what its clients want, it can have the material taken down . But as AI technology continues to improve and becomes more widely available to the general public, regular people are getting scammed too. Now, Vermillio says it is offering a version of its service for free to everyone. The move comes as more and more convincing deepfakes continue to proliferate online, making it difficult for social media sites to police such activity. In 2019, there were about 18,000 deepfakes globally and this year, there have been roughly 2 trillion generative creations, said Vermillio Chief Executive and co-founder Dan Neely. That leaves average Joes at a growing risk of being impersonated online, with little recourse. 'We can't wait for governments to solve this problem,' Neely said. 'We can't wait for legislators to solve this problem. We can't wait for other people to solve this problem. We just said it's the right thing to do, so we should just be doing it.' With this move, Vermillo is adopting a classic 'freemium' model — offering partial service for no charge and up-selling for additional features. Here's how it works. Using its TraceID technology, the company flags problematic content. For paying clients, Vermillio can send take-down requests to sites such as YouTube or Instagram. Additionally, Vermillio says clients can monetize their data by licensing it. People who sign up for the free version enter information about themselves such as their name, date of birth and social media handles on sites including Instagram or YouTube. Then, Vermillio will use that information to build a 'likeness model' to scour the Internet for potential red flags involving the user's identity. Then Vermillio alerts the user to what exists online. For example, if someone has created a fake Instagram account of that user, Vermillio would flag that. Users are notified of this type of content and can decide for themselves what they would like to allow, or take action to remove. If the user wants Vermillio to request take-downs of the inappropriate content, users would need to upgrade to a paid account, which starts at $10 a month and includes five monthly take down requests. While many social media platforms give an option to users to flag problematic content, Vermillio said it is faster and more effective than having users go directly to YouTube or Instagram to rectify the situation. It has built a network of partners and can escalate take-downs in as quickly as an hour, the company said. Vermillio executives said some real life examples of deep fakes include celebrity voices used to raise money for fake charities or terrorist organizations, and high school students creating fake pornography of their classmates. 'It's affecting regular people in the sense that they're getting scammed by deep fakes, but it's also affecting teenagers, so people need to understand where they stand,' said Kathleen Grace, Vermillio's chief strategy officer. 'This is an easy way for them to do that.' While fake social media profiles have existed for years, 'generative AI just poured gasoline on it,' Grace said. The company said hundreds of people use Vermillio's services, but didn't specify numbers. By the end of the year, the company expects to have thousands. Neely said the company isn't profitable and declined to share revenue figures. Time magazine reported that revenue from Vermillio's TraceID has increased tenfold from April 2023 to April 2024. The company makes money through the paid versions of its service and licensing. Vermillio has raised $24 million in funding. Hollywood companies and talent are navigating artificial intelligence in different ways. Groups such as performers guild SAG-AFTRA are pushing for more state and federal protections against deepfakes. Some celebrities such as Academy Award-winning supporting actor Jamie Lee Curtis struggled to get a fake ad of her on Instagram taken down showing her falsely endorsing a dental product. WME announced a partnership with Vermillio last year. 'The scale of the issue is extraordinary, so if you're a rights holder, just trying to understand how much of these AI outputs are based on or utilized my data, my IP in some way, shape or form, is a massive need,' said Chris Jacquemin, WME's head of digital strategy. 'They've obviously proven that TraceID can protect the most important, most high profile public figures in the world,' Jacquemin added. 'Opening it up in a much broader application, I think is a huge step forward in really democratizing how anybody can start to police use of their likeness with respect to AI and AI platforms.'
Time Magazine
26-06-2025
- Entertainment
- Time Magazine
TIME100 Most Influential Companies 2025: Vermillio
Steve Harvey fans may think the actor is asking them to give money an awful lot these days—but it's not really Harvey. In the era of AI deepfakes, celebrities are finding their images and voices repurposed in ways they don't like, from pornography to scams asking fans for money. Vermillio helps them protect (and potentially license) their name, image, and likeness (NIL) data. 'The thing that emerged last year is the people asking for this money were terrorist organizations,' says Vermillio CEO Dan Neely, who now works with Harvey and many other celebrities via partnerships with powerhouse talent agency WME and Sony Music (among other groups). Neely says the four-year-old startup is now scanning 99.9% of the internet—2 trillion items yearly—to identify AI-generated likenesses of clients, and work with platforms such as Meta and YouTube to have them taken down. Through its partnerships with talent agencies, Vermillio lets clients decide what they want to allow (like fan art), or monetize. It's a fast-growing space: Revenue from the company's TraceID AI rights management platform has grown tenfold from April 2023 to April 2024. 'All our customers start by wanting to protect themselves, and then all of them very quickly go into a place of monetization,' Neely says.
Yahoo
26-06-2025
- Business
- Yahoo
AI Platform Vermillio Named to TIME100 Most Influential Companies List
CHICAGO, June 26, 2025--(BUSINESS WIRE)--Vermillio, the AI licensing and protection platform, today was named to the annual TIME100 Most Influential Companies list, highlighting 100 companies making an extraordinary impact around the world. Vermillio was recognized for empowering humanity to thrive in the Al era through its groundbreaking TraceIDTM technology, which both provides comprehensive detection and removal capabilities for unauthorized AI-generated material and enables IP holders to protect and monetize their content. Vermillio earned a spot on the prestigious list for helping "protect (and potentially license) name, image, and likeness (NIL) data." The distinction follows Co-Founder and CEO Dan Neely's inclusion in TIME's 2024 TIME100 Most Influential People in AI, underscoring the company's continued leadership in the ever-changing AI space. Providing cutting-edge protection and third-party attribution, Vermillio's TraceID enables individuals and IP holders to take advantage of the benefits of AI with secure control of their data and AI rights. TraceID offers the ability to manage terms, conditions, and usage rights while capitalizing on new revenue streams made possible with AI. The Vermillio team designed TraceID to eliminate key concerns around consent, credit, and compensation with Generative AI. TraceID's extensive offerings include IP and NIL content monitoring and reporting, alerts and takedowns, lost revenue management, IP and NIL asset preparation for AI licensing, auditing of authorized AI licenses, and payment management. Vermillio's Dan Neely is also advancing major conversations about AI around the world. He has provided instrumental guidance for landmark legislation in both the United States, including the TAKE IT DOWN ACT, and the United Kingdom. "As we continue to see courts dismantling copyright protections, major AI platforms fail to prioritize the rights of creators, and everyday people fall victim to deepfake abuses, artists, IP holders, and individuals need tools to protect themselves," said Dan Neely, Co-Founder & CEO of Vermillio. "We designed Vermillio to fill these gaps and take care of people when the system won't. We're thrilled to be recognized by TIME for our work so far and look forward to continuing to push for a future where we are all empowered, not exploited, by AI." As part of its mission to empower humanity in the era of AI, Vermillio continues to partner with leading talent, studios, record labels, and more, especially through a unique TraceID partnership with Sony Music Entertainment, which recently led Vermillio's $16 million Series A funding round. To demonstrate the unique opportunity that authenticated AI with TraceID presents to artists and labels Vermillio and Sony Music collaborated with The Orb and David Gilmour of Pink Floyd to develop an AI music experience where fans "remixed" their tracks with the artists' original music – all powered by the seamless and secure control of TraceID. Last year, Vermillio announced a first-of-its-kind partnership with talent agency WME to shield their clients from IP theft and deliver opportunities to monetize their name, image and likeness (NIL) by securely licensing their data. The company also recently announced partnership with legendary entertainer, author, and philanthropist Steve Harvey to proactively protect his fans against the unauthorized use of his image. See the full fifth-annual TIME100 Most Influential Companies here: About VermillioVermillio is an AI licensing and protection platform with a mission to empower humanity to thrive in the era of Generative AI. Providing cutting-edge protection and control, Vermillio's TraceIDTM enables talent and IP holders to take advantage of the benefits of Generative AI in a safe and secure environment while understanding where their valuable data is being used. The company is building the guardrails for a Generative AI internet to enable talent, studios, record labels, and more to protect and monetize their content. Co-founded by Dan Neely, who recently made TIME's list of 100 most influential individuals in AI, Vermillio's team is led by experienced technologists who bring significant collective experience building AI software and scaled transaction systems. Learn more at View source version on Contacts Media Contact: Sarah Rothman | Vermillio@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Business Wire
26-06-2025
- Business
- Business Wire
AI Platform Vermillio Named to TIME100 Most Influential Companies List
CHICAGO--(BUSINESS WIRE)--Vermillio, the AI licensing and protection platform, today was named to the annual TIME100 Most Influential Companies list, highlighting 100 companies making an extraordinary impact around the world. Vermillio was recognized for empowering humanity to thrive in the Al era through its groundbreaking TraceID TM technology, which both provides comprehensive detection and removal capabilities for unauthorized AI-generated material and enables IP holders to protect and monetize their content. Vermillio earned a spot on the prestigious list for helping 'protect (and potentially license) name, image, and likeness (NIL) data.' The distinction follows Co-Founder and CEO Dan Neely's inclusion in TIME's 2024 TIME100 Most Influential People in AI, underscoring the company's continued leadership in the ever-changing AI space. Providing cutting-edge protection and third-party attribution, Vermillio's TraceID enables individuals and IP holders to take advantage of the benefits of AI with secure control of their data and AI rights. TraceID offers the ability to manage terms, conditions, and usage rights while capitalizing on new revenue streams made possible with AI. The Vermillio team designed TraceID to eliminate key concerns around consent, credit, and compensation with Generative AI. TraceID's extensive offerings include IP and NIL content monitoring and reporting, alerts and takedowns, lost revenue management, IP and NIL asset preparation for AI licensing, auditing of authorized AI licenses, and payment management. Vermillio's Dan Neely is also advancing major conversations about AI around the world. He has provided instrumental guidance for landmark legislation in both the United States, including the TAKE IT DOWN ACT, and the United Kingdom. 'As we continue to see courts dismantling copyright protections, major AI platforms fail to prioritize the rights of creators, and everyday people fall victim to deepfake abuses, artists, IP holders, and individuals need tools to protect themselves,' said Dan Neely, Co-Founder & CEO of Vermillio. 'We designed Vermillio to fill these gaps and take care of people when the system won't. We're thrilled to be recognized by TIME for our work so far and look forward to continuing to push for a future where we are all empowered, not exploited, by AI.' As part of its mission to empower humanity in the era of AI, Vermillio continues to partner with leading talent, studios, record labels, and more, especially through a unique TraceID partnership with Sony Music Entertainment, which recently led Vermillio's $16 million Series A funding round. To demonstrate the unique opportunity that authenticated AI with TraceID presents to artists and labels Vermillio and Sony Music collaborated with The Orb and David Gilmour of Pink Floyd to develop an AI music experience where fans 'remixed' their tracks with the artists' original music – all powered by the seamless and secure control of TraceID. Last year, Vermillio announced a first-of-its-kind partnership with talent agency WME to shield their clients from IP theft and deliver opportunities to monetize their name, image and likeness (NIL) by securely licensing their data. The company also recently announced partnership with legendary entertainer, author, and philanthropist Steve Harvey to proactively protect his fans against the unauthorized use of his image. See the full fifth-annual TIME100 Most Influential Companies here: About Vermillio Vermillio is an AI licensing and protection platform with a mission to empower humanity to thrive in the era of Generative AI. Providing cutting-edge protection and control, Vermillio's TraceID TM enables talent and IP holders to take advantage of the benefits of Generative AI in a safe and secure environment while understanding where their valuable data is being used. The company is building the guardrails for a Generative AI internet to enable talent, studios, record labels, and more to protect and monetize their content. Co-founded by Dan Neely, who recently made TIME's list of 100 most influential individuals in AI, Vermillio's team is led by experienced technologists who bring significant collective experience building AI software and scaled transaction systems. Learn more at
