Authentic intelligence
'The New AI' is all about authenticity
We believe in making the world a little better through authentic images and redefining AI to be all about authenticity. This page explains how & why.
How 'old school' AI has exploded
At JumpStory we are fascinated about the potential in AI, but also critical when it comes to the usage of artificial intelligence to create things such as deepfakes – meaning a photo or a video where a human being is replaced by a virtual look-a-like.
This technology is currently exploding, and one major study estimates that there will be 100 times more AI-generated visual content online by 2027! The same study suggests that synthetic videos may account for as much as 90% of all online videos.
However, at JumpStory we believe that ‘the old AI’ is smug technology. Sometimes we get the feeling that companies are just developing this technology, because they can. There are very few important ethical and commercial questions asked.
An example of ‘the old AI’ below. All six faces are generated using AI:
Authentic intelligence - the new AI
People don’t have a problem with robots building their cars, but it’s a different story, when robots are making their sushi. As the professor of management at the University of Washington, Arthur S. Jago, puts it:
“Machines are really good at one kind of authenticity – reproducing categories, but really bad at another kind of authenticity – capturing the sincerity.”
As a tech company we know that it’s actually not that hard to build AI to generate faces, but really hard & equally important to be able to identify real, human and professional looking content.
Authentic intelligence is good for business
We train our AI to be able to identify images that are real and directly connects to the customer’s message. We believe in photos that users can relate to because they can see themselves – who they are or maybe who they want to be – in these visuals.
In ‘our’ industry, the one of stock images, people are desperately looking for a more diverse and authentic representation of the world. We want to offer them this.
Of course we’re also a business. Using authentic intelligence we’ve grown really fast, and on top of this research shows that authentic stock photos perform up to 80% better than ‘old school stock photos’.
