For 4 months, HEC Junior Conseil supported Certiphyan innovative start-up that has developed a solution enabling digital content creators to protect their digital identity and their works. This digital certification engine, based on cryptography, guarantees the integrity, authenticity and time-stamping of any creation, offering proof of authenticity at any time, everywhere and for everyone. Each individual (author, photographer, content creator, journalist, etc.) can assign a unique digital fingerprint to his or her work, and this will be attached to his or her portfolio of creations.
In this way, the general public can easily verify who the true author of the content observed is, by checking whether it is actually attached to the portfolio of the presumed author. A solution which, by becoming a default protection method, could put an end to deepfake, identity theft and plagiarism.
The term "deepfake" is a blend of "deep learning" and "fake". This technology, which emerged in the mid-2010s, uses neural networks to analyze and reproduce patterns of human behavior. Given enough data, a deepfake can create near-perfect imitations, making it difficult to distinguish between true and false.
We supported this start-up throughout its launch. First, we carried out a market study and a qualitative study. These first two studies enabled us to identify a lack of protection among content creators and a greater aversion to the risk of theft among theft victims. Finally, we wrote articles, now published on the Certiphy website, compiling information and testimonials around intellectual property and blockchain.
