KGeN: "VeriFi's 'Proof of Humanity' to tackle ad fraud"

Global Web3 distribution infrastructure company KGeN said on the 14th that it is building a decentralized 'Proof-of-Humanity' protocol, 'VeriFi', aimed at addressing ad fraud.

KGeN said that as the spread of generative artificial intelligence (AI) is rendering conventional CAPTCHA-based verification ineffective, it aims to propose a new standard that mathematically proves a user is a real human through on-chain biometric and behavioral verification.

VeriFi uses a 'behavioral reputation model' that verifies humanity based on long-term behavioral history, rather than one-off authentication or biometric scans. Users form a reputation score that accumulates dynamically over time, rather than undergoing a simple identity check. KGeN's infrastructure calculates reputation by combining five data axes, including 'Proof of Commerce' reflecting wallet transaction history and commercial activity, 'Social Proof' reflecting community connectivity, and 'Skill Proof' assessing the ability to perform complex tasks.

Companies and ad networks can integrate the VeriFi API to classify traffic by targeting only users who meet a certain threshold 'humanity score'. This enables advertisers to pay not for 'clicks that are likely human' but only for high-quality users verified through on-chain history.

Ishank Gupta, a board member of KGeN, said, "AI is now precisely mimicking even human clicks and engagement, and the remaining line of defense is biological and behavioral proof," adding, "Our goal is to build Proof of Humanity infrastructure that serves as the benchmark for digital value."