IdentifAI is setting a new standard for digital integrity, with a special focus on the media sector and corporate leadership. Its mission is clear: to stop false or manipulated stories from being passed off as real by detecting AI-generated images, videos, and other forms of synthetic media.
By giving every person—citizens, consumers, policymakers, and business leaders—the power to instantly know whether what they see is human-made or machine-generated, IdentifAI ensures that technology serves humanity’s best interests. Its breakthrough tools protect societies from the chaos of misinformation, transforming emerging technologies into safeguards for truth and stability.
Peter Alcock, Founder and President of Identif.AI, explains:
“Generative AI has made it possible to create content that the human eye simply cannot distinguish from reality. We can no longer tell if an image, a video, or even a voice is real or artificial—and these are the very elements that shape opinions and influence decisions. IdentifAI exists to give people back that power of discernment. We alert users when they’re viewing AI-generated content—so truth remains visible.”
A Technology with Unlimited Applications
From verifying identity documents and preventing insurance fraud to protecting reputations from deepfake attacks, IdentifAI’s impact spans industries.
“In today’s world, the information we rely on can be fake, altered, or entirely fabricated. Big Tech has given everyone the tools to reshape reality. That’s why it’s more important than ever for journalists, executives, and students alike to act responsibly. The media must lead the way—using technology not to obscure, but to reveal the truth.”
Pioneering “De-Generative AI” for Global Accuracy
While artificial intelligence is inherently probabilistic, IdentifAI takes the opposite approach.
“We call our systems ‘de-generative models’—AI designed to reverse-engineer deception,” says Alcock. “They remain probabilistic, but with unmatched precision. In June 2024, our global accuracy rate was 88%. Today, we’re proud to say it’s approaching 94%.”
With innovation rooted in ethics and purpose, IdentifAI is redefining how the world recognizes truth—ensuring that technology empowers trust, not confusion.
IdentifAI aims to provide every individual—citizen, consumer, political or business leader—with the ability to clearly distinguish whether what they are seeing is the product of artificial intelligence or human creativity. In this way, it seeks to ensure that emerging technologies serve the common good rather than becoming tools of destabilization, thanks to equally effective technologies designed to mitigate such risks.
Peter Alcock, founder and president of Identif.AI, explains: “Today, thanks to generative artificial intelligence, it is possible to create content indistinguishable to the human eye. We can no longer tell if an image, a video, or even a sound or voice was created or generated artificially. These elements are crucial in influencing us—for example, convincing us to take a certain action. It is therefore just as essential to inform the end user, so they can distinguish reality. Warning them of AI-created content—that is where we step in.”
The scope of application is vast—essentially anywhere an image requires verification: “From identity documents to insurance fraud, to reputational risks such as fabricated content aimed at discrediting a corporate executive. Today, the information we rely on to make decisions may be of poor quality, fake, non-existent, or subtly altered. This is why everyone should have tools to understand. Big Tech companies have allowed anyone to present and modify their own version of reality. It is up to us—managers, students, journalists—to exercise great responsibility. The media must remain vigilant, using technology to reach the truth.”
Can results be guaranteed? “AI is, by definition, a probabilistic science. There are no certainties. But what we do is the reverse of this probabilistic activity—we call our systems ‘de-generative models,’ in contrast to the generative models we already know. Still probabilistic, but with an accuracy rate that, in June 2024, stood at 88% internationally. Today, we are very close to 94%.”