In 2020, it was estimated that disinformation in the form of fake news costs around $78 billion annually. But deepfakes, mainly in social media, have matured and are fueled by the sophistication of artificial intelligence are moving into the business sector. In 2019, Deeptrace, a cybersecurity company reported that the number of online deepfake videos doubled, reaching close to 15,000 in under a year. Several startups like Truepic, that's raised $26 million from M12, Microsoft's venture arm, has taken a different approach to deepfakes. They focus on identifying not what is fake, tracking the authenticity of the content at the point it is captured.