In the backdrop of advancing Artificial Intelligence (AI) making it easier than ever to manipulate or recreate content, the digital world is facing an escalating crisis of trust. To counter this growing challenge, Verité Research has introduced an innovative tool aimed at restoring confidence in the authenticity of online content.
The tool, known as “Trace-It,” is a simple, yet powerful method that allows users to verify whether content has been altered or generated using AI. Developed by the Verité Media Division, Trace-It works through a QR code that acts as a digital fingerprint, linking any given piece of content back to its original source.
Head of the Verité Media Division Deepanjali Abeywardena told the media that if adopted widely by credible content creators, Trace-It can become a new publishing standard. “It will help users identify trustworthy sources, detect manipulated or fake content, and reduce the spread of misinformation,” she said.
As a first step in its rollout, Verité Research has committed to including a Trace-It QR code on all digital content published by the organisation starting April 1.
The technology is open-source and free to use, making it easily accessible for other media outlets and publishers. Rochelle Kanagasabai, Program Head at the Media Division, emphasized the division’s readiness to support credible content creators willing to implement the tool. “We are here to provide the resources and guidance to ensure this method is adopted effectively,” she said.
In addition to introducing the tool, Verité is calling on digital users to be wary of content that lacks a verifiable source. The division warns that such material has a higher chance of being false or manipulated and urges users not to share it irresponsibly.
With misinformation becoming more sophisticated and widespread, tools such as Trace-It could offer a much-needed safeguard for digital integrity empowering publishers and consumers to take responsibility in the fight against fake news.
