Non-profit organisation TrueMedia.org has unveiled a deepfake detection technology for public use, previously accessible only to media organisations. This move is strategically timed for the 2024 U.S. elections, with the aim of combating AI-driven disinformation.

TrueMedia.org's technology was developed in collaboration with Microsoft to enhance AI deepfake detection capabilities. The organisation is funded by Camp.org, the non-profit organisation of Uber Co-founder Garrett Camp. The technology, which has already identified significant deepfakes during major global events, is now available to all citizens free of charge.

"For the first time, the public has easy access to the same best-in-class deepfake detection technology, historically reserved for government agencies. In an election cycle where disinformation is rampant, it is critical that everyone has the tools they need to verify the authenticity of what they see and hear online. TrueMedia.org empowers citizens to fight back against false narratives and preserve the integrity of our democratic process," said TrueMedia.org Founder Oren Etzioni.

Deepfakes, or AI-manipulated media, have become increasingly sophisticated, making them harder to detect and posing a significant threat to the integrity of information online. TrueMedia's tech has helped demystify a fake image of Secret Service agents during the Trump assassination attempt, debunked a fake Bollywood party endorsement during the 2024 Indian general elections and identified 41 AI content farm accounts that published nearly 10,000 videos over a 458-day period, culminating in 380 million views.

"We urgently need a range of solutions to deal with the ways AI risks overwhelming society. TrueMedia's new deepfake detection tool is an important piece of the puzzle, and we're grateful that we have it before the 2024 election," commented Tristan Harris, Co-founder of the Center for Human Technology.

"Deepfakes are getting harder to spot. But people like Oren Etzioni, founder of TrueMedia.org, are creating cutting-edge tools to help anyone detect suspicious AI-manipulated videos, photos, or audio recordings online. It is a great example of using good AI to combat bad AI," added Brad Smith, Vice Chair and President of Microsoft.

A 2024 Pew Research survey found 78% of Americans believe social media companies have too much political power and influence, with 64% viewing social media's impact as mostly negative. Additionally, 64% of Americans view social media's impact on the country as mostly negative, with both Republicans and Democrats increasingly wary of its role in shaping political discourse.