Valaritas vs Loti: removing fakes vs licensing the real thing
Loti detects and takes down deepfakes. Valaritas lets brands license athletes' likeness for AI with consent. A comparison for athletes, agents and brands.
Loti and Valaritas both exist because generative AI made faces and voices easy to copy. They answer different questions.
What Loti does
Loti is a Seattle-based likeness protection company. It uses facial and voice recognition to scan the web for fake accounts, fake endorsements and deepfakes, then issues automated takedown requests. It has worked with talent represented by major agencies and, in 2025, was chosen by CMG Worldwide to protect the likenesses of legendary talent and estates, including sports figures such as Joe Louis and Sugar Ray Robinson.
What Valaritas does
Valaritas Sports lets brands, apps and clubs license an athlete's face and voice for AI. The athlete approves every request, every output is labelled as AI-generated, and the athlete is paid first.
The key difference
- Loti answers: "Where is my likeness being misused, and how do I get it taken down?"
- Valaritas answers: "Who wants to use my likeness in AI, on what terms, and how do I get paid?"
When to use which
Use protection when unauthorised content is the problem. Use licensing when demand is the opportunity. For most professional athletes, both are true at once.
Frequently asked questions
Does Valaritas remove deepfakes?
Valaritas focuses on licensing. Its approval records and labels make it easy to show which uses are authorised, which helps when challenging unauthorised ones.
Is Loti only for celebrities?
Loti has worked with high-profile talent and estates and has also offered protection to a wider audience.