Restoring Media Trust in the Age of Deepfakes: How Made by Humans, by Press Gazette and Flip-Pay, Powered by identifAI, Is Safeguarding Journalism

In journalism, credibility is everything — and right now, deepfakes are putting it to the test.

AI-generated and manipulated content is becoming increasingly convincing, and verifying what’s real is now a major challenge for newsrooms — and for audiences.

That’s why we’re proud to be part of Made by Humans, a new platform from Press Gazette and Flip-Pay designed to help publishers verify content before it reaches the public.

Made by Humans brings together detection technologies across text, images, video and audio, helping editorial teams identify potential AI-generated or manipulated content within their existing workflows.

At identifAI, we’re powering the platform’s deepfake detection for images, video and audio — giving editors another layer of confidence when assessing the content they publish.

Technology can help identify the signs. But ultimately, human judgement remains at the heart of journalism.

The trust problem

The media industry has been dealing with declining trust for years. Generative AI adds a new layer of complexity by making convincing synthetic content increasingly accessible.

This isn’t just about obviously fake images or viral deepfakes. Some of the most challenging content can look completely authentic — and can be difficult to identify without specialist technology.

Press Gazette’s investigations into AI-generated content uncovered more than 1,000 examples of mainstream media articles citing fake or AI-generated experts.

Its survey of more than 200 publishers, editors and journalists found that 95.3% believe AI-generated content should be flagged to readers, while almost two-thirds said their publication has no reliable way to check for unauthorised AI use.

For editorial teams, the challenge is clear: they need to work quickly while having confidence in the content they publish.

How Made by Humans helps

Made by Humans brings verification into the newsroom workflow, allowing publishers to check content before publication from within their content management system.

The platform can assess text, images, video and audio, helping editors identify potentially AI-generated or manipulated content and decide whether it requires further review.

Content can be classified as Human Made, AI Assisted or AI Generated, giving editorial teams a clearer picture of what they are working with.

Importantly, the goal isn't to replace journalists or editorial judgement. It is to give them better information before they make a publishing decision.

Powered by identifAI

For image, video and audio verification, Made by Humans is powered by identifAI’s deepfake detection technology.

Our technology is designed to identify AI-generated and manipulated media, including synthetic images, manipulated photographs, deepfake video and cloned or synthetic voices.

In identifAI’s own benchmarking, our lead image detection model has achieved 99.8% accuracy in identifying AI-generated images, while our audio model, designed to detect cloned and synthetic voices, has reached 91.8%.

But detection technology is only part of the solution. The bigger question is how it can be put into the hands of the people making editorial decisions — at the point where those decisions matter.

“Almost anyone can now create a deepfake, and the most dangerous ones look exactly like the real thing,” says Kate Burns, VP EMEA at identifAI. “Made by Humans supported by identifAI gives media and broadcasters the vital tools they need to ask the simple question — ‘is this real?’ — and greater peace of mind to publish.”

Keeping humans at the centre

AI detection isn't about deciding what journalists should publish. It is about giving them another layer of information before they make that decision.

A picture desk can investigate an image flagged as potentially manipulated. An editor can pause before publishing an interview recording that may contain a synthetic voice. A newsroom can record its verification process and maintain an audit trail.

Technology provides additional evidence, while human judgement remains at the heart of journalism.

Building trust into the publishing process

AI-generated and manipulated content isn't going away. As synthetic media becomes harder to distinguish from authentic content, verification will become an increasingly important part of responsible publishing.

Made by Humans gives publishers a way to build that verification into their existing workflows, helping editorial teams identify potential risks before content reaches an audience.

For identifAI, being part of Made by Humans means putting deepfake detection technology where it can have a practical impact: helping the people responsible for publishing information know what they can trust.

Because in a world where almost anything can be made to look real, protecting trust starts with being able to verify what isn't.

‍

____

Frequently asked questions

What is Made by Humans?

Made by Humans is a newsroom verification platform developed by Press Gazette and Flip-Pay. It helps publishers check text, images, video and audio for AI-generated or manipulated content before publication.

How does identifAI support Made by Humans?

identifAI provides deepfake detection technology for images, video and audio within the platform, helping editorial teams identify potentially synthetic or manipulated media.

Can AI detection replace human editorial judgement?

No. AI detection is designed to support journalists and editors by providing additional information that can help them decide whether content requires further investigation.

Why does deepfake detection matter for journalism?

Deepfakes can make it difficult for audiences to distinguish authentic content from manipulated media. Detecting potential deepfakes before publication can help publishers protect editorial credibility, audience trust and reputation.

‍