Loti
Loti AI operates Watchtower, a multimodal AI platform that detects and removes unauthorized uses of individuals' likenesses—deepfakes, voice clones, and impersonator accounts—serving celebrities, talent agencies, enterprises, and consumers. Backed by Khosla Ventures with ~$22.85M raised.
- Company typePrivate
- Founded2022
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Loti does
Loti AI Inc. is a Seattle-based, venture-backed private company (founded 2022, 11–50 employees, ~$22.85M raised across a $6.65M seed in October 2024 and a $16.2M Series A in April 2025 led by Khosla Ventures) that operates an AI platform for detecting, monitoring, and removing unauthorized uses of individuals' digital likenesses. Its core product, Watchtower, is a multimodal AI engine built on 40+ proprietary models that detects faces (with as little as 15% facial visibility), voices, logos, and text across the open web; a distributed network of tens of thousands of servers processes a full day's worth of internet uploads every 24 hours, supporting a claimed 95% takedown success rate within 17 hours. The product portfolio includes the free Everyone Plan, Everyone Premium at $25/month or $200/year, custom Public Figure annual contracts, Enterprise engagements, and Interchange — a consent and compensation marketplace for licensing likenesses to generative AI developers launched in April 2026 — with a developer API ("Protection for IP") listed as coming soon.
The business combines three revenue mechanics: recurring consumer subscriptions (freemium and $25/month premium), quote-based annual public figure and enterprise contracts, and emerging licensing/royalty revenue via Interchange. Go-to-market blends a direct demo-led enterprise sales motion (Calendly-driven) for celebrities, influencers, and enterprises, a self-serve PLG waitlist for individuals, and channel partnerships with talent agencies and estate managers — WME, Underscore Talent, CMG Worldwide, and Dolphin Entertainment — that onboard their rosters onto Watchtower. Operational footprint is US-based (Dover DE legal entity, Seattle and Spokane offices) with an international team; the company self-attests to GDPR, CCPA, COPPA, and a BIPA-style biometric data policy.
Strategic positioning is anchored in two theses: a defensive wedge (rapid deepfake/impersonation takedown for high-profile individuals) and a forward-looking offensive wedge (becoming the consent and rights-clearance layer for generative AI training data). Leadership consists of CEO and co-founder Luke Arrigoni, co-founder and CTO Hirak Chhatbar, and Chief Strategy Officer Brandon Bauman. No revenue, ARR, or valuation figures are disclosed in the source data, and the company is not listed on any exchange.
Loti firmographics
Firmographics- Name
- Loti
- Legal name
- Loti AI Inc.
- Website
- https://lotiai.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Loti AI operates Watchtower, a multimodal AI platform that detects and removes unauthorized uses of individuals' likenesses—deepfakes, voice clones, and impersonator accounts—serving celebrities, talent agencies, enterprises, and consumers. Backed by Khosla Ventures with ~$22.85M raised.
- Ownership category
- akta.pro rank
Loti industry classification
Industry- Product category
- Digital Likeness and IP Protection
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Web Search Portals, Libraries, Archives, and Other Information Services (519)
- SIC
- Services-Testing Laboratories (8734)
- akta.pro primary industry
- Content Authenticity, Watermarking & Deepfake Detection (HDAAAKAK)
- akta.pro secondary industries
- Marketplace & Platform Trust & Safety (Buyer/Seller Abuse) (HDADALAI), Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG), AI Privacy Engineering & Data Governance (PII, consent, retention) (HDAAAKAB)
Keywords
Where Loti is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Loti business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Public Figure / Influencer Subscriptions: Annual recurring contracts offered to celebrities, influencers (>500K followers), executives, and brands via demo-led sales. Pricing varies based on scan volume, takedown needs, and scale of protection. Annual contracts with cost savings available for large-scale engagements.
- Everyone Premium Consumer Subscriptions: $25/month or $200/year for individuals wanting higher takedown volume (30 takedowns/month), with auto-renew billing. The free tier is loss-leader supported by paid public-figure revenue.
- Freemium (Everyone Free Tier): Free monitoring, weekly scans, and 5 monthly takedowns for individuals. Used as top-of-funnel to convert premium subscribers and to surface prospective public-figure clients.
- Interchange Licensing & Royalties: Revenue share from licensing subscribers' likenesses and creative works to generative AI developers via the Interchange platform, with automatic compensation when assets are used in AI training or content generation. Represents shift from monitoring/takedown revenue to transaction-based licensing fees.
- Enterprise Engagements: Custom enterprise contracts for executive team protection and IP/trademark safeguarding at organizations (e.g., monitoring key executives plus broader consumer-level accounts within the organization).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Everyone Free — free monitoring with limited takedowns |
| Subscription | Monthly | Everyone Premium — paid consumer tier with higher takedown quota |
| Other | Annual | Public Figure / Influencer — quote-based annual contract |
| Other | Multi-year contract | Enterprise — custom quote-based engagement |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Loti product offering
Product offeringCore offering
Loti provides AI-powered likeness and intellectual property protection through its Watchtower platform, which uses multimodal AI and 40+ proprietary models to detect unauthorized use of individuals' faces, voices, logos, and other identity attributes across the open web. The platform continuously scans the internet, generates compliant evidence packages, and automates platform-specific takedowns (reported 95% success within 17 hours). It also operates Interchange, a consent and compensation marketplace for licensing likenesses to generative AI developers.
Product overview
Loti AI is a single platform-plus-modules offering for digital likeness and IP protection, anchored by the core Loti AI platform and extended by named modules and plans: Watchtower (the AI-powered detection, monitoring, and automated-takedown module for public figures and enterprises), the Everyone Free Plan and Everyone Premium ($25/month) for individual consumers, custom Public Figure Plans, Enterprise Engagements, the Interchange module (a Generative AI consent/control/compensation marketplace), and a Coming-Soon developer API ("Protection for IP") for IP rights automation. The product originally began as a partial face recognition system and has since expanded to multimodal face/voice/logo/text detection across the open web, with automation delivering a 95% takedown success rate within 17 hours, and now adds proactive licensing of likenesses through Interchange.
Differentiator
Problem solved
Functional benefit
Brands
- Watchtower: AI-powered platform for detecting and removing unauthorized likeness use, impersonator accounts, deepfakes, and IP misuse at scale; marketed as an industry-leading tool for public figures and enterprise clients.
- Interchange
Products and services
- Loti AI Platform Core Loti AI platform that detects, manages, and removes misuse of face, voice, logo, and text assets at scale for individuals and public figures, using multimodal AI and a network of tens of thousands of servers that scans the full 24 hours of internet content every 24 hours.
- Watchtower Module within the Loti AI platform for public figures and enterprise clients, using multimodal AI and 40+ proprietary models to detect deepfakes, impersonators, and unauthorized likeness/IP across the open web, with continuous monitoring, centralized dashboard, and automated platform-specific takedown workflows.
- Everyone Plan Consumer offering of the Loti AI platform that tracks a user's face and voice across the internet, provides 24/7 automated monitoring, weekly scans, and a quota of monthly takedowns (5 free, 30 with the $25/month premium). Marketed under the 'Likeness Protection for Everyone' solution.
- Interchange Consent and compensation marketplace that lets individuals and rights holders register digital likenesses and creative works, define usage permissions for generative AI systems, track usage in real time, and receive automatic compensation via revenue share when assets are used in AI training or content generation.
- Protection for IP (Developer API) Developer-ready API for centrally managed likeness and brand rights, automated takedowns, usage-rule enforcement, and compliance for organizations and IP holders. Listed as Coming Soon on the Loti AI homepage.
- Enterprise Engagements Custom enterprise offering that delivers Watchtower-style protection for executive teams and IP/trademark portfolios and can scale to broader consumer-level accounts within an organization, sold under multi-year contracts.
Quantifiable outcome
- 95% takedown success rate within 17 hours
- +4 more outcomes
Companies that use Loti
Customer profileNamed customers6 records
Ideal customer profiles4 records
Loti technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability9 records
Feature7 records
Loti partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship partnership, core partnership, strategic integration and minor partnership.
- Underscore Talentflagship partnershipUnderscore Talent partnered with Loti AI to deploy Watchtower for its full roster of global creators, who collectively reach more than 3 billion fans across platforms. The Watchtower platform enables Underscore's talent to detect and remove deepfakes, impersonator accounts, and unauthorized content with a reported 95% takedown success rate within 17 hours. Reza Izad (Co-CEO of Underscore) and Luke Arrigoni (Loti CEO) jointly positioned the partnership as agency-level adoption becoming the new baseline for creator representation.
- CMG Worldwidecore partnershipCMG Worldwide selected Loti to protect the digital likeness of legendary talent and estates it represents. Loti's technology enables CMG to monitor, detect, and remove unauthorized reproductions across digital platforms, protecting the reputation and legacy of its iconic clients.
- Dolphin Entertainmentcore partnershipDolphin partnered with Loti AI to deploy threat-detection technology to protect brands, talent, and clients from online deepfakes (Variety, October 29, 2024; PRWeek same date). Dolphin brings PR/marketing clients onto Loti's protection platform.
- WME (William Morris Endeavor)flagship partnershipWME (talent agency) partnered with Loti AI to use AI to fight deepfakes for Hollywood celebrities (announced via LA Times April 2, 2024). WME's AI strategy focuses on tech partnerships including Loti for AI protection rather than building a CAA-style digital vault.
- OpenAI (Sora)strategic integrationLoti's Subscription Agreement contemplates integration with Authorized Third Party Services including OpenAI's Sora video generation model, enabling Audiovisual Samples to be shared for Resulting Material generation under explicit "Sign-in With Loti" instructions and Subscriber Contact Authorization flows.
- Inc42 (AI Summit 2026)minor partnershipLoti listed among participating companies at the Inc42 AI Summit 2026 (Sheraton Grand Bengaluru, May 28, 2026), positioning the company within India's AI ecosystem of 600+ founders, CXOs, and investors.
Scale indicators9 records
Recent moves6 records
Expansion highlights8 records
Loti competitors and assessment
Company assessmentDirect peers
- Reality Defender: Deepfake and AI-generated content detection platform offering real-time detection across video, audio, and image for enterprises and governments. Directly comparable to Loti's Watchtower on multimodal detection, enterprise sales motion, and platform-agnostic scanning approach.
- Sensity AI: Deepfake detection and synthetic media forensics platform serving enterprise, government, and identity verification use cases. Competes with Loti in AI-generated content detection across faces, voices, and documents.
- DeepMedia: AI detection and synthetic media analysis company providing deepfake detection APIs for face, voice, and image manipulation. Closely comparable to Loti's API-first detection capabilities and enterprise focus.
- Hive: AI-generated content detection API covering images, video, audio, and text with focus on enterprise content moderation and trust & safety use cases. Overlaps with Loti's multimodal detection positioning and developer API roadmap.
- DuckDuckGoose: Dutch deepfake detection startup offering detection APIs for images, video, and audio to enterprise and government clients. Direct peer to Loti on multimodal deepfake detection and enterprise SaaS delivery.
Emerging players
- TruePic: Content authenticity and provenance platform leveraging C2PA standards for image and media verification. Comparable to Loti in establishing trust signals for digital content, though focused on cryptographic provenance at the point of capture rather than post-hoc detection and takedowns.
- Optic: AI-generated image detection platform serving publishers, platforms, and creators facing synthetic media risks. Comparable to Loti in web-scale image detection, with a more focused go-to-market on content authenticity for publishers.
- Resemble AI: Voice AI company offering voice cloning and a companion deepfake voice detection product (Resemble Detect). Comparable to Loti on voice signature creation and voice clone detection, though their core business is generation rather than protection.
Broad incumbents
- Pindrop: Voice authentication and fraud detection platform for call centers and financial services, with growing deepfake voice detection capabilities. Broader incumbent serving enterprise voice security, overlapping Loti's biometric voice signature approach for fraud prevention.
- Microsoft (Azure AI Content Safety): Cloud hyperscaler offering multimodal content moderation and AI-generated content detection APIs as part of Azure AI services. Broader incumbent with overlapping capabilities embedded in a much larger cloud and enterprise AI portfolio, representing the most significant competitive threat to Loti's enterprise motion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Loti social profiles
Digital presenceLoti compliance and trust
Trust signalCompliance5 records
Loti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loti leadership team
Management profileNumber of profiles
Profiles3 records
Loti funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loti M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loti
What does Loti do?
Loti provides AI-powered likeness and intellectual property protection through its Watchtower platform, which uses multimodal AI and 40+ proprietary models to detect unauthorized use of individuals' faces, voices, logos, and other identity attributes across the open web. The platform continuously scans the internet, generates compliant evidence packages, and automates platform-specific takedowns (reported 95% success within 17 hours). It also operates Interchange, a consent and compensation marketplace for licensing likenesses to generative AI developers.
Is Loti a public or private company?
Loti is a private company. It is classified as venture growth investor backed and is currently operating.
When was Loti founded?
Loti was founded in 2022. It employs 11 to 50 people.
Where is Loti based?
Loti is headquartered in Seattle, United States, in the North America region.
How does Loti make money?
Five revenue lines are on record. Public Figure / Influencer Subscriptions are the primary driver. The others are everyone Premium Consumer Subscriptions, freemium (Everyone Free Tier), interchange Licensing & Royalties and enterprise Engagements.
Who are Loti's main competitors?
Direct peers on record are Reality Defender, Sensity AI, DeepMedia, Hive and DuckDuckGoose. Emerging players are TruePic, Optic and Resemble AI. Broad incumbents are Pindrop and Microsoft (Azure AI Content Safety).
Does Loti have an API?
Yes. Loti's developer-ready API (for the "Protection for IP" offering) enables customers to connect to centrally managed likeness and brand rights, automate takedowns, enforce usage rules, and stay compliant without building an internal rights system. As of the homepage content, this offering is listed as "Coming Soon". The Services also enable interaction with Authorized Third Parties (e.g., OpenAI's Sora video generation model) via "Sign-in With Loti" functionality and Delivery Instructions, allowing Authorized Third Parties to receive Audiovisual Samples and generate Resulting Material. No REST/GraphQL details, auth method, rate limits, versioning, sandbox, or documentation URL were disclosed in the source material.
What industry is Loti in?
Loti's product category is Digital Likeness and IP Protection. Its primary akta.pro industry code is HDAAAKAK, Content Authenticity, Watermarking & Deepfake Detection, with a secondary code of HDADALAI, Marketplace & Platform Trust & Safety (Buyer/Seller Abuse). Its NAICS code is 518 and its SIC code is 8734.