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DeepFakes H4D Stanford 2019
The document details a project by De Facto Labs focused on developing a strategy for detecting deepfakes, which are synthetic media that distort truth. Through customer discovery, the team discovered that commercial fact-checkers face significant challenges, particularly with shallow fakes, and identified potential funding avenues related to brand protection. The proposed solution is a comprehensive forensic tools platform aimed at improving the efficiency of the fact-checking process.
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DeepFakes H4D Stanford 2019
- 1. Team DeepFakes Vishal Sandesara,In-Q-Tel, Problem sponsor Mark Breier, In-Q-Tel, Problem sponsor Todd Basche, Entrepreneurship Mentor Lt. Cl. Jay Garcia, DIUX, Mentor Diego Cervantes, Stanford, TA Support Team Nikita Demir Computer Science Manan Rai Computer Science Samantha Feuer International Relations Valeria Rincon Political Science Original Problem Statement Deepfakes can distort our perception of the truth and we need to develop a strategy to improve their detection Sponsor 102 Interviews Final Problem Statement Commercial fact checkers cannot cope with the volume of images and videos requested and the manual time-intensive labor required. We need to speed this up.
- 2. What is aDeepfake? Using Artificial Intelligence and Deep Neural Networks for synthetically manipulating or generating fake videographic content
- 3. Weeks 1-2: OurOriginal Assumptions BENEFICIARIES ● Media organizations ● Intelligence Agencies ● White House and the executive branch ● Everyday person We assumed that: ● Deepfakes are a current problem ● Technology already exists to automatically detect them. ● Our main beneficiary would exist within the Intelligence Community
- 4. 1 2 34 5 6 7 8 9 Weeks We thought we had it figured outMorale ● Jumped straight to the solution without really understanding the problem ● Teaching team told us to take a step back and talk to who we thought our beneficiaries were
- 5. Confidentiality causing roadblocks -IC Tech Director - Deepfakes Team No, sorry. Could you walk us through a day in the life? Not really, sorry... Could you give us some info on what you are seeing daily? Is there something that could make your life easier? Automatic detection would be great.
- 6. Key Insight 1: Mainbeneficiaries are not the Intelligence Community Forensic Analysts WE REALISED We need to find a proxy.
- 7. Social Media andNews organizations as proxies? "We don't want to be social arbiters of truth." - Representative of Facebook News Team "Many small and middle-sized newsrooms do not debunk their own news stories. They work with third- party fact-checkers to do that." - Journalist from CNN
- 8. Accurate depiction ofteam meetings at this point
- 9. 1 2 34 5 6 7 8 9 Weeks Morale We spent 2-3 weeks in painful customer discovery Didn’t know who has DeepFake problem Jumped to solution
- 10. Everything converged towardsthe fact-checker "A lot of newsrooms don’t debunk their own news stories. They work with fact checkers to do that. " - Journalist from VRT (Belgian Newspaper) "We have partnered with a number of fact-checking organizations globally." - Facebook News Team Representative "We hire contracting agencies to fact-check content our algorithms miss." - Music Operations Manager
- 11. 1 2 34 5 6 7 8 9 Weeks We found beneficiary proxies: Commercial Fact- Checkers!Morale PIVOT! Jumped to solution Didn’t know who has this problem
- 12. Are deepfakes thefact-checker’s problem? "Deepfakes are a really narrow and emergent slice of a long-standing misinformation problem." - Freelance fact-checker "Deepfakes are just one of the problems we will be facing in the next few years. In general it's going to become more difficult to tell what is fake and what isn't across all mediums." - Fact-checker from Storyful
- 13. What type offake content is really a problem? Shallow Fakes Using traditional/simple methods, ex: CGI, Photoshop, iMovie. DeepFakes Any fake content synthetically manipulated or generated using Artificial Intelligence and Deep Neural Networks
- 14. Key Insight 2: Deepfakesare not a current problem for commercial fact- checkers because they are too rare. What is the problem? Shallow Fakes
- 15. 1 2 34 5 6 7 8 9 Weeks Deepfakes are not the problem today! Morale PIVOT! Focus on Shallow Fakes Jumped to solution Didn’t know who has this problem Focus on commercial fact-checkers
- 16. Key Insight 3: Fact-checkershave three pain points: “You have to know I just devoted 4 hours of my life to this and I have to move on.” - Fact Checker and Journalist, Storyful 1. There is too much content to fact-check
- 17. Key Insight 3: Fact-checkershave three pain points: “Stories are getting shorter so they can push more content out, and my deadlines for fact-checking are getting tighter and tighter." - Fact Checker and Journalist, Storyful 2. The timelines are getting shorter
- 18. Key Insight 3: Fact-checkershave three pain points: “Everyone has their own tricks and methodologies for fact- checking.” - Fact Checker and Journalist, Storyful 3. There is no standard method for fact-checking
- 19. ~20 mins ~1hour ~4 hours - days The Fact-Checker workflow is long and manual Input Looking at online proliferation Looking at content Researching source Output
- 20. So, what canwe do to speed this up?
- 22. MVP for Fact-Checkers:“A Forensic Tools Platform” Pros: ● All in one place ● Automatically run ● We have the experts Turn Fact-Checkers Into Superheros!
- 23. Fact-checkers loved ourMVP! International Workshop on Misinformation
- 24. Talked to industryfact-checkers and journalists And many more....
- 25. Key Insight 4: OurMVP will be very useful to commercial fact-checkers “We’d definitely use that!” - General Manager of Newsguard, a Source-of-Truth Verification Platform “This looks great! Journalists don't need lists, they need a product that puts fact-checking tools all in one place.” - Former Jerusalem Bureau Chief for Washington Post
- 26. "I have troublekeeping track of what I’ve worked on and how much time I’ve spent fact-checking a piece" - Freelance fact-checker From continuously talking to fact-checkers we identified areas for improvement
- 27. Users made ourMVP better
- 28. “There are hardlya 100 full-time fact-checkers in the United States.” - Former Interactive Technology Director at the Associated Press Key Insight 5: We need to look for money in other places “I hope you’re not doing this for money because the majority of fact-checking organizations have no money.” - Founder of PolitiFact
- 29. 1 2 34 5 6 7 8 9 Weeks But, how would we make money?Morale Jumped to solution Didn’t know who has this problem Focus on commercial fact-checkers Focus on Shallow Fakes
- 30. Key Insight 6: Thereare potential funders
- 31. 1 2 34 5 6 7 8 9 Weeks Found other potential funding avenues!Morale Focus on commercial fact-checkers How would we make money?Didn’t know who has this problem Jumped to solution Focus on Shallow Fakes Funding opportunities identified
- 32. “If you canhelp big organizations save money by protecting brand reputation, they will take this product out of your hands.” - Ziff-Davis "We have companies concerned about brand reputation that pay us to disrupt manipulative online campaigns and maintain brand integrity." - Fact-checker at New Knowledge Key Insight 6: Brand Protection is another vertical we can influence
- 33. 1 2 34 5 6 7 8 9 Weeks GOING FORWARD...Morale We have a dual- use product! Jumped to solution Didn’t know who has this problem Focus on commercial fact-checkers How would we make money? Focus on Shallow Fakes Funding opportunities identified
- 34. Next Steps: We havea Dual-Use Product with Product-Market Fit ● IC Analysts and Commercial Fact-checkers have similar workflows ● Brand Reputation is a new vertical for us to intervene in ● Perfect time to intervene, with growing awareness and more tools
- 35. Introducing De FactoLabs Transitioning from Fake to Real Manan Rai Samantha Feuer Valeria Rincon De Facto Labs provides the public and private sectors with innovative technologies to tackle the misinformation problem by leveraging our aggressive market research and top expert knowledge to efficiently automate manual workflows.
- 36. Thank You! @defactolabs defacto.labs De FactoLabs info@defactolabs.co Want to know more?
- 37. Acknowledgements Teaching Team Col. PeteNewell, Ret Steve Blank Steve Weinstein Tom Bedecarré Jeff Decker Nate Simon Mackenzie Burnett Diego Solorzano Aidan McCarty Sponsor Vishal Sandesara Mark Breier Zigfried Hampel-Arias Nina Lopatina Mentors Lt. Col. Jay Garcia Todd Basche
Editor's Notes
- #2 Introduction: Originally tasked to identify better detection methods for deepfakes After 102 interviews over the course of ten weeks we discovered… That those tasked with detecting deepfakes were not even well-equipped to handle shallow fakes In order to address the deepfake problem we first needed to help fact-checkers handle misinformation at scale and volume
- #3 As you heard from the video a deepfake is...
- #4 In the first two weeks of the class we assumed: Deepfakes are a problem today The technology to detect them already exists but is insufficient Our main beneficiaries existed in the Intelligence community as media forensic analysts
- #5 Based on these assumptions we jumped straight into the solution without really thinking about the problem… In our first presentation the teaching team asked us to try and understand the landscape better
- #6 The intelligence community on the other hand did have a vested interest in Deepfakes However, when we asked about their pain points and workflow They declined to reveal to us this information
- #7 As a result we realized we needed to find a proxy in the private sector Week 2
- #8 We assumed that in the private sector: Social media organizations and News organizations had a vested interest in the deepfake problem What we came to realize is that they did not want to take direct ownership of the deepfake problem… While Facebook upfront admitted that they did not want to be arbiters of the truth News organizations were pushing off the heavy-lifting onto other organizations Facebook quote: We don’t want to be fact-checkers ourselves, we don’t want to be the arbiters of truth
- #9 Our team meetings were pretty intense at this point...
- #10 And our team morale was at an all-time low as we struggled to understand who our beneficiaries were?
- #11 Interviewed and interviewed Realized that social media and news organizations were both outsourcing authenticity work People with actual job descriptions as fact-checkers
- #12 Finally we had found our beneficiary!! The fact-checker! This was our first big pivot. If we can’t talk to the intelligence community fact-checkers, let’s focus on solving the problem for the commercial fact-checkers
- #13 We asked are DeepFakes a problem for you? And actually, they said NO They predict it will be in the near future, but right now their problem is something else.
- #14 Shallowfakes Whereas deepfakes are created with SoA AI tools, Shallow fakes are all the other forms of image and video manipulation like cgi, photoshop and etc And a prime example of this was the Nancy Pelosi video shared on facebook last week The original video was simply slowed down and edited to make Pelosi sound drunk 10 minutes of someone’s time turned into 10 million convinced views
- #15 So we found out Deepfakes are not a current problem for fact-checkers but an emerging problem. The current problem for fact-checkers is shallow fakes.
- #16 So we went back to commercial fact-checkers to ask them about shallow fakes
- #17 Era of misinformation there is just more and more content to sift through
- #18 We asked someone when their deadline was, and they said NOW
- #19 These fact-checkers are self-taught and come from many different backgrounds. There is NO STANDARDIZATION
- #20 And the key takeaway from their workflow is that it can take anywhere from 4 hours to a week and it is very very manual and CAN BE AUTOMATED
- #22 Given the pain points of fact-checkers we thought we could add value to their processes by creating a tool that Automates repetitive parts of their workflow Amalgamates vetted tools for fact-checking And generates fact-checking reports as you go about your fact-checking processes
- #23 And the result was this… "A forensic tools platform" that would turn fact-checkers into superheros by: Supplying them with the best tools Vetted by media forensics experts All conveniently located in one place
- #24 We attended the Web Conference in San Francisco to ask fact-checkers for their opinions on our MVP and they loved it!
- #25 We reviewed these value propositions with several commercial fact-checkers and journalists:
- #29 With an improved MVP that had been refined through feedback from our beneficiaries, such that they wanted to grab it out of our hands, we were now looking at monetizability. We knew based on our interviews that fact-checkers were our users, we weren’t sure yet if they’d buy it. We heard there are hardly a 100 full-time fact-checkers in the US, and even those who work in the field full-time operate on shoestring budgets. So, fact-checkers were our users, but not our consumers.
- #30 This was a low stretch for us, because without a paying customer, the product we were envisioning seemed like a dead-end
- #31 But the teaching team suggested we talk to foundations that align with our mission. As we did this, we came across VC firms in the Synthetic Media space, as well as news and media initiatives that could be other avenues for us to source funds.
- #32 And as we learned this, our excitement grew
- #33 As a result of finding sources for future funding, we were determined to prove economic values to potential investors through identifying an economic buyer, and our interviewees helped us realize that the problem for social media organizations, for instance, was not just upholding the truth, but whether users thought they were doing their fair share to uphold the truth. Moreover, in an era of virality, fact-checkers are being employed to maintain brand integrity by protecting customers from the reputation damage that comes with misinformation, and protecting brand reputation was a new avenue for us to intervene in
- #34 With this our morale reached an all-time peak, as we identified more verticals where we could provide value and thought about our prospects moving forward
- #35 We’d learned a couple weeks ago that the IC Analysts and Commercial fact-checkers have similar workflows, which had been central to us approaching IC analysts through industry proxies. And now, we had Brand Protection as yet another opportunity to expand in the commercial sector. So, we had a solid dual-use product. But the icing on the cake was that in the last 10 weeks, we went from having trouble finding people to talk to who were knowledgeable about the space, to talking to more aware people who, for instance, knew exactly how the Nancy Pelosi video had been altered. We have come to realize that with growing awareness about the problem and an increasing ubiquity of resources with which videographic content can be altered, this is the prime time to intervene in the space. Considering these key learnings, we ended up at a week 10 pivot
- #36 The three of us will be continuing this project as a start-up called De Facto Labs With the goal of connect both the public and private sectors with cutting-edge technologies to help tackle misinformation quickly and efficiently
- #37 https://www.linkedin.com/company/de-facto-labs/ We made our first public appearance at a Synthetic Media conference by a New York-based VC firm where we shared our findings, and raised interest from a number of investors in the space
- #38 Thank you to everyone who has supported us through this journey! We feel privileged to have received such guidance and mentorship. We’d like to extend special thanks to the teaching team, our mentors, and our sponsors! Thank you!!! :))