What exactly do you do?
We certify that a certain product, service or content was created (or is operated) without the use of genAI.
How can you possibly vouch that for each particular case?
Level 1 certification is self-certification, a pledge by a company or a creator (aka “certified entity”) that they do not use genAI in the production of a certain product, service or content. It is taken on face value until proven otherwise. Level 2 certification involves a video call between one of our experts and the representatives of the certified entity, with the goal of reviewing business, engineering and content creation processes to make sure the certification claims are supported, and that the certified entity is aware of what they need to do to maintain their certification. Level 3 certification involves a deatiled review of every step of project, service or content creation, for each individual asset that is involved with it. See below for what happens if it is proven that the certified claims are broken.
What exactly is this certificate?
The certificate is an entry in our database, but with a graphical and textual representation that is easy to integrate in product branding and marketing materials. Each certificate can be dynamically verified by a QR code or a special link. End-users / consumers are encouraged to verify that the certificate is valid through those means. End-users will be able to report that a certain product / service / content is created using genAI, in violation of the certified claims, and this database will be made available to third parties such as ad blockers.
What happens if a certified claim is found to be broken?
When a certified entity is found to break one of its claims for one of its products, all certificates tied to this company are revoked. Attempts to verify those certificate will indicate that the certificate was revoked and why. The certified entity must re-certify all their products, services and content channels.
Can a company certify only some of its products, services or content?
Yes.
Are you against AI?
Not at all. We just think that the use of generative AI should be disclosed, so that the end-users / consumers have a choice of what kind of products, services and content they want to interact with. Also, there are many other applications of AI technologies that are not “generative,” that are just as helpful and which we don’t think need special consideration.
Is it even possible to move forward technologically without genAI?
Probably not, but that’s not the issue. There is value in human creation, and historically there are cases where human-created goods remained in high demand despite being technologically simpler. For example, the mechanical watch industry is blooming and hand-made watches are the most valued of all. Another example: McDonald’s exists at the same time as Le Bernardin, and both have their place.
Does content generated almost wholy by genAI have the same value as completely human-generated content? You decide.
Does anyone care?
That is the great experiment. We’ll see.
How can I help?
We welcome potential advisors, NGO and academic partners.