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How Blockchain Can Fight Fake Content


As the capabilities of generative AI continue to advance, the issue of fake content becomes increasingly concerning. From fake photos to fake letters and conversations, it’s becoming harder to distinguish between what’s real and what’s generated by AI. This has serious implications for trust and authenticity in the digital world. Blockchain technology offers a potential solution to this problem by providing a transparent and traceable record of content provenance. In this article, we’ll explore how blockchain can fight the fakes and why it’s an important tool in the battle against disinformation.

The Problem of Fake Content

Near co-founder Illia Polosukhin warns that if we don’t address the issue of reputation and authentication of content, things will get really weird. With generative AI becoming increasingly sophisticated, it’s becoming harder to trust the content we see online. Polosukhin explains that even history books could be affected, with each student potentially seeing a different version of the textbook. This raises questions about the reliability and accuracy of the information we consume.

The Role of Blockchain

Blockchain technology can play a crucial role in combating fake content by providing a transparent and immutable record of its provenance. While it won’t sort out truth from lies, blockchain can help users distinguish between genuine content and AI-generated images. The key is to establish trust in the author of the content. Reputation systems can be implemented on the blockchain to verify the authenticity of content and ensure that it comes from a trusted source.

Existing Projects and Initiatives

Several projects and initiatives have explored the use of blockchain for content provenance. VeChain and OriginTrail are examples of supply chain projects that use blockchain to track the origin of physical goods. Trive News and aimed to crowdsource article verification and create a transparent history of content on the blockchain. More recently, Fact Protocol joined the Content Authenticity Initiative to validate news using a combination of AI and Web3 technology.

Reuters also ran a proof-of-concept pilot program that used blockchain to store metadata for photos, allowing users to verify their authenticity. Academic research in this area is ongoing, indicating the growing interest in using blockchain for content verification.

Is Blockchain Necessary?

Technically, blockchain is not necessary to prove the origin of content. Cryptographic signatures can be used for verification, but the challenge lies in ensuring the authenticity of the signature itself. Websites can be hacked, compromising the integrity of the verification process. Blockchain provides a more robust solution by creating a decentralized and tamper-proof record of content provenance. It offers resilience to malicious attacks and provides a reliable source of trust.

Don’t Believe the Hype

While there has been progress in using blockchain to fight fake content, it’s important not to get carried away with the hype. Microsoft’s new watermark, developed by the Coalition for Content Provenance Authenticity, aims to crack down on generative AI fakes in election campaigns. However, this solution doesn’t require blockchain and can be secured using hashcodes and digital signatures. Blockchain can still be used to record metadata and provide an additional layer of transparency and trust.


Fighting fake content is a complex challenge, but blockchain technology offers a promising solution. By establishing trust through reputation systems and creating a transparent record of content provenance, blockchain can help users distinguish between genuine and AI-generated content. While there are existing projects and initiatives in this space, it’s important to approach the issue with a critical mindset and not believe all the hype. Blockchain is a powerful tool, but it’s not a magic bullet for solving the problem of fake content.

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