Blockchain of Trust? What VASA-1 has me thinking about on the eve of the AI Revolution

The recent advancements by the Microsoft Research Team with their VASA-1 model represent a double-edged sword in technology's relentless march forward. VASA-1, capable of generating life-like videos from a single image and minimal voice samples, stands at the precipice of a new era in media consumption and content creation.

The Power and Peril of VASA-1

VASA-1's capabilities bring a new level of realism to digital content, opening up a myriad of applications from entertainment to personalized media. However, this technology raises even more, significant concerns about misinformation and the authenticity of digital content, especially in the news industry. As these technologies become more accessible and sophisticated, distinguishing between real and generated content becomes increasingly challenging.

Generative models are changing the way we think about machine intelligence and creativity, and have the potential to transform industries from media to finance to healthcare. -- Oriol Vinyals, Google

Impact on the News Industry

The news industry, already grappling with accusations of bias and fake news, could face further erosion of public trust due to deepfakes. The potential for misuse is vast—imagine realistic videos of public figures saying or doing things they never actually did, used to manipulate public opinion or sway elections. The role of government will have to change to look much like its role in the financial services industry: setting and ensuring standards of conduct and control are met.

Technology is neither good nor bad; nor is it neutral -- Kranzberg’s First Law of Technology

The Need for a Blockchain of Trust

To counter these threats, I envision the creation of a "blockchain for trusted information" — a decentralized and immutable ledger that verifies the authenticity and integrity of digital content.

Here’s what such a blockchain might entail:

• Digital Watermarks: Each piece of content, whether a video, image, or article, could be embedded with digital watermarks that confirm its authenticity. These watermarks would be registered and verified on the blockchain, visible and checkable by anyone.
• Reliability Scores: Content could be assessed by certified fact-checkers or through community consensus mechanisms that assign reliability scores based on the source and content history. These scores would be transparent and stored on the blockchain.
• Decentralized Verification: By leveraging blockchain technology, the verification process for news content can be decentralized, removing the sole authority from any single entity and instead distributing it across a network of validators.

Expert Insights

Experts suggest that while blockchain technology offers promising solutions, its implementation must be handled with care. The approach must be strategic and consider the societal implications.

Much like in the financial services industry, too, the role of government should be in setting standards and ensuring the news companies follow them. I can see a day when information, sometimes more valuable than money itself, is protected just as fervently. While it won't be the role of government to run these companies, the framework for trust and authenticity will be critical to set and maintain.

📌 THE POINT IS: The VASA-1 model exemplifies the technological advancements shaping our reality, presenting both exciting opportunities and profound challenges. As we venture deeper into this era, the establishment of a blockchain for trusted information could be crucial in preserving the integrity of our society. It's time to start a serious conversation on how we can integrate these technologies responsibly.

Matt Brooks is a seasoned thought leader and practitioner in data and analytics; culture; product development; and transformation. View additional articles by clicking below; like them/follow him to learn more!