Can blockchain certify real content as AI floods the web?

As AI-generated content surpasses human-made media, distinguishing real from synthetic has become a major trust problem. Studies cited in the article report that AI content overtook human content in late 2024 and that over 74% of sampled web pages contained AI-generated material by April 2025. Users report “AI content fatigue,” increasing demand for verifiable human-crafted content. Industry voices, including Adrian Ott (EY Switzerland) and Jason Crawforth (Swear), argue that post-hoc detection is insufficient; instead, certifying authenticity at creation — a “proof of origin” recorded on blockchain — offers a proactive solution. Swear’s blockchain-based video fingerprinting links media to an immutable ledger, enabling verification of originals and detection of alterations; its solution has been recognized by Time magazine in 2025. Current deployments focus on enterprise, security and surveillance (bodycams, drones), with social media integration as a longer-term goal. Regulators appear to favor labeling, but experts warn that labeling can be circumvented and that platforms must provide filtering tools or risk losing users. The article concludes that while a larger inflection point of visibly damaging manipulated media has yet to occur, groundwork for authenticity should be laid now to protect journalism, investigations and public safety.