As the European Cyber Week approaches (November 17–20, 2025 in Rennes), Thierry Lucidarme, Chief Technology Officer at b<>com, sheds light on the growing threat of deepfakes, especially interactive ones, and on the innovative technologies being developed to protect the reliability of digital content.
Last year at European Cyber Week, Capgemini and b<>com showcased a demo of b<>com Tag to fight video fraud. What happened next?
In 2024, b<>com partnered with Capgemini to present an innovative demonstration of b<>com *Tag*, an invisible digital watermarking technology specifically designed to detect and combat even the most sophisticated deepfakes. This collaboration was presented at the European Cyber Week 2024 and later at Vivatech 2025, confirming the solution’s efficiency and autonomy, capable of fully tracking videos without cloud dependency or metadata exchanges.
Deepfakes are a major threat. Can you remind us of their current scale?
Whether traditional or interactive, deepfakes represent a serious challenge: deepfake fraud has surged by more than 2,137% in three years. Today, they account for 6.5% of global fraud attacks, causing over 200 million dollars in losses in the first quarter of 2025 alone.
What is an interactive deepfake, and why is it a new kind of threat?
An interactive deepfake is a recent evolution of traditional deepfake technology. While a standard deepfake alters a static image or video, an interactive deepfake can respond in real time, simulating verbal exchanges or dynamic interactions to deceive more convincingly. This adaptability makes detection far more difficult and raises cybersecurity risks, as victims are more likely to trust what they perceive as a live or reactive counterpart.
What technical solutions are used to detect these manipulations?
There are several families of solutions. Some analyze images or videos without prior data integration, but their detection rates remain low. Others rely on digital watermarking, embedding an invisible tag at creation to ensure full content authenticity and much higher detection reliability. b<>com’s technology is based on this watermarking approach and operates without the exchange of any metadata.
What are the advantages of b<>com *Tag* compared with other technologies?
The solution ensures the integrity of every frame, detecting any modification such as face swaps or element removal. It can be integrated at all stages of the video chain (from cameras to post-production, transcoding, and SaaS distribution), providing robust protection. Moreover, it requires no metadata transfers, guaranteeing content sovereignty, minimal energy consumption, and simple deployment.
Is it easy to integrate for industry professionals?
Yes. *Tag* is designed for seamless integration into existing production workflows. It addresses hardware manufacturers, software editors, and broadcasters, enabling adoption without adding complexity or slowing down production.
How is this innovation strategic for b<>com?
It embodies our commitment to sovereign and responsible cybersecurity, capable of restoring trust in audiovisual content in the age of deepfakes and generative AI.
Thierry Lucidarme and other b<>com experts will be attending ECW. Will you be there too? Feel free to contact us using the form to arrange a meeting.If you won't be attending the show but are still interested in these topics, you are welcome to contact us to schedule a meeting.
