IdentifAI, a Milan-based startup specialising in developing and training de-generative models for identifying content potentially generated by AI, has secured €2.2 million in seed funding. The round was led by United Ventures, a venture capital firm focused on investing in technology startups.
Also business angels Edoardo Alessandri of Wellness Holding, Matteo Fago, co-founder of Venere.com (now Expedia), and Umberto Paolucci of UP Invest participated in this round.
This investment will enable the company combat the malicious use of deepfakes and promote a transparent and secure information environment with its de-generative technology.
What challenge does it tackle?
The generative AI market valued at $45 billion in 2023 is driving a surge in demand for de-generative solutions to combat the spread of fake content. The fake image detection market is projected to explode from $0.6 billion in 2024 to $3.9 billion by 2029, growing at a CAGR of 41.6%.
At the same time, the proliferation of deepfakes poses significant political, economic, and geopolitical threats. IdentifAI, an Italian startup, was founded to put an end to this with this deepfake detection technology.
What does the company do?
Founded by Marco Ramilli and Marco Castaldo, the Italian startup IdentifAI aims to empower every individual, citizen, consumer, and political or business decision-maker with the ability to clearly distinguish between content created by AI and that crafted by human creativity.
The company’s proprietary generative model is trained to identify artefacts, such as images, videos, sound, or text created by AI. This system acts as a deconstructor based on the probability of occurrence of each pixel.
The company seeks to ensure that emerging technologies serve the common good and do not become tools of destabilisation, thanks to equally effective technologies capable of mitigating these risks.
IdentifAI’s technology has attracted the attention of major industry players. Negotiations and agreements are underway to validate and expand the market reach of its innovative products.
“The technological advancements in generative AI will blur the lines between the physical and digital worlds, making them indistinguishable to the human eye. I believe it is our right to be informed, at all times, about what we use to nourish our minds, which in turn shapes our opinions,” noted Marco Ramilli, founder of IdentifAI. He adds, “This funding will allow us to make further strides in refining our degenerative models, capable of distinguishing between natural and artificial content, often produced by adversarial AI.”
“The investment in IdentifAI aligns with our investment thesis, which focuses on selecting initiatives capable of providing innovative solutions to complex problems, such as mitigating the collateral and potentially negative impacts associated with the advancement of artificial intelligence,” stated Massimiliano Magrini, managing partner & co-founder of United Ventures. “Distinguishing whether content was created by a human or not is becoming increasingly crucial, and IdentifAI is well-positioned to capitalize on the emerging opportunities in this sector. Marco Ramilli, a second-time entrepreneur, brings a solid track record, technological expertise, and strategic vision, making IdentifAI poised to play a leading role in the deepfake detection industry.”
What does the company do?
IdentifAI is set to play a major role in the fight against AI-generated misinformation, addressing the growing need for reliable deepfake detection as generative AI becomes more prevalent. By enabling individuals and decision-makers to distinguish between AI-created and human-crafted content, the company is positioning itself as a key player in ensuring transparency and security in the digital landscape, becoming a standard in this rapidly expanding market.
