Seattle startup Loti raised $5.1 million to grow its technology platform that helps public figures scour the internet for fake social media accounts, fake endorsements, or deepfakes that misuse their likeness.
Founded in 2022, Loti uses advanced facial and voice recognition software to analyze real photos, video and audio from their customers. Its system then searches for potential deepfakes or other unauthorized content such as impersonation accounts, and can send takedown requests.
WME, the talent agency giant based in Los Angeles, recently signed a deal with Loti and is using the platform for its clients. Loti is also working with Meta and YouTube to help identify illegitimate accounts.
Loti also helps ensure that any approved AI-generated content that uses a customer’s likeness is being used properly.
The generative AI boom is making it easier than ever to create content that may infringe upon likeness or violate copyright. Earlier this week, record labels sued two AI companies over AI-generated music.
“Those startups getting sued by IP holders really shows how strong our business is going to be,” said Loti CEO and co-founder Luke Arrigoni. “People care to protect their likeness and we offer a super-charged tool to do that.”
Arrigoni previously ran an AI consulting firm for a decade and was a data scientist for Creative Artists Agency.
Loti generates revenue from public figures that sign up for its services via subscription.
Seattle-area venture firm FUSE led the investment round, which included participation from Bling Capital, Ensemble VC, Alpha Edison, and K5 Global.
“The Loti team has a crystal clear vision of how content creators, agencies, brands, and publishers all interact in an AI-first world,” Brendan Wales, founding partner at FUSE, told GeekWire. “They will help resolve the chaos created by limitless and customizable content creation, and ultimately make AI usage more effective within the entertainment industry.”
Arrigoni founded Loti with Rebekah Arrigoni and serial entrepreneur Hirak Chhatbar.
Loti employs 35 people, split between Seattle, Los Angeles, and outside the U.S. Arrigoni said the company plans to grow headcount to around 50 employees by the end of this year.
