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First came the deep Dell. This is Marketplace Tech. I'm Lily Yamale. Telling Truth from Fiction online has gotten a lot harder since the AI boom kicked off a year and a half ago.

Some have been waiting for tools to help us analyze media or text to tell us if something is AI generated or not. It all feels especially urgent

this election year. An estimated 40 deep fake detection startups have been working on this but none can deliver

a hundred percent reliable detection. One organization taking on the challenge is

true media.org. I asked its founder long longtime AI researcher Orrin Etsioni, what sets his system apart?

First of all, we are free and available to journalists, fact checkers, and the general public.

We're not trying to make a dime here.

This is a non-profit.

Secondly, we actually use a number of the commercial vendors and so we have a tool that when you submit some piece of media is typically running upwards of 10 different AI models to assess it,

both ones from commercial vendors and some state-of-the-art ones that we have

adopted and extended from academia.

So unlike a lot of tools out there,

you're really getting a kind of room full of experts

...