ForceField, a startup tackling the growing issue of deepfakes and spoofed evidence, has unveiled its MARQ technology on the Startup Battlefield stage at TechCrunch Disrupt 2024. The company's patent-pending APIs aim to authenticate content at the device level, providing a "chain of custody" to establish provenance and combat the rise of AI-generated content.

With 90% of online content predicted to be AI-generated by 2026, ForceField's technology comes at a critical time. The startup's first product, HashMarq, verifies content submissions and labels them as authentic, using blockchain technology to create a secure and immutable record. This "digital certificate" can be used by enterprise customers, including governments, enterprises, and individuals, to prove the authenticity of their content.

ForceField's technology assesses around 90 proof points, including geospatial intelligence, device signals, and time stamps, to determine the veracity of a given asset. The company is already developing a proof-of-concept with insurance giant Erie and has letters of intent signed with three additional customers.

As the tech community grapples with the implications of AI-generated content, ForceField's MARQ technology offers a crucial solution. With its focus on device-level authentication and blockchain technology, the startup is poised to make a significant impact in the fight against deepfakes and spoofed evidence.