Guardrails for AI: How One Startup Keeps Your Face Safe
The last week’s tech gathering in Culver City drew thousands of Hollywood insiders to learn how artificial intelligence can help film. While most talks celebrated AI’s promise, a conversation with Luke Arrigoni, CEO of Loti AI, offered a different view.
“We’re not just building tools for creators; we’re building a safety net for anyone whose image is used without permission.” – Arrigoni
How Loti AI Works
Loti scans the web for unapproved deepfakes—videos or photos that copy a person’s face, voice, or likeness—and removes them. The company operates in two key modes:
Content Removal
- Uses face‑ and voice‑recognition software to locate deepfakes, scams, or nonconsensual nudity.
- Deletes the offending material once identified.
Pre‑Approval for AI Generation
- Works with developers who want to generate a person’s likeness.
- Reviews each request before the model runs, approving or blocking it to ensure content remains legal and respectful.
From Revenge Porn to Hollywood
Loti began tackling “revenge porn” takedowns—a painful issue for many. After the 2024 SAG‑AFTRA strike, Arrigoni pitched the platform to talent agencies. They recognized its necessity, and Loti expanded into a broader identity‑protection service for artists across the internet.
The Future of Deepfakes
Arrigoni acknowledges that AI will churn out more content, but he doubts it will match human originality. He warns of a future where deepfakes become so convincing that distinguishing real from fake becomes impossible within a few years. His solution? Education—starting in kindergarten—to teach critical thinking and media literacy.
“We need to arm people with the skills to spot misinformation before it erodes trust.” – Arrigoni
A Balanced Approach
Despite the risks, Arrigoni remains hopeful. By providing tools and clear rules, he believes Loti can keep AI from eroding trust while still enabling creative innovation. He cautions against unchecked optimization that could erase human judgment, partnering instead with investors who share his prudence.
In short, Loti AI is building a digital safety net that lets people own their likenesses and keeps AI from turning the internet into a playground for deepfakes.
