Steve Harvey partners with Vermillio to protect fans from AI deepfake scams

Finally, AI safety with teeth.

Renowned entertainer Steve Harvey is taking proactive steps to combat the rising threat of AI-generated deepfakes by partnering with Vermillio, a specialized protection platform. This move highlights the growing concern among public figures about unauthorized digital impersonation, which not only threatens personal brands but can also potentially harm fans through scams and misinformation. Harvey’s initiative represents an emerging trend of celebrities seeking technological solutions to maintain control over their digital presence.

Why this matters: The partnership signals a growing recognition among public figures that AI protection has become a necessity in an era where unauthorized digital replicas can spread rapidly.

• Harvey specifically cited concern for his fans as a primary motivation, noting the impossibility of manually tracking all instances of his likeness being misused across digital platforms.

Key details: Vermillio’s TraceID system will monitor the internet and generative AI models for misuse of Harvey’s name, image, and likeness data.

• The platform is designed to automatically remove unauthorized content and mitigate the impact of scams involving Harvey’s likeness.
• Steve Harvey Global chief development officer Christel Sicé facilitated the implementation alongside CAA, which represents Harvey.

What they’re saying: “In today’s digital age, keeping up with the scammers using my likeness across all of the platforms is an impossible task,” Harvey said in a statement regarding the partnership.

• He emphasized that protecting fans was his primary concern, adding that Vermillio gives him tools to “embrace the future of AI the right way – with consent and control.”
• Dan Neely, co-founder & CEO of Vermillio, described Harvey as “leading the way in showing how the most beloved public figures can responsibly engage with AI.”

The big picture: Deepfake creation is occurring at an alarming rate, with Vermillio’s CEO estimating that approximately one million pieces of deepfake content are created every minute.

• The company has initiated conversations with SAG-AFTRA and other entertainment guilds, as well as talent agencies and management companies, suggesting a broader industry-wide approach to AI protection.