A spherical biometrics device called the Orb can scan a user’s iris to enroll them in an identity verification program that offers various perks.
The project is facilitated by World, a company co-founded by OpenAI CEO Sam Altman. According to CNBC, six Orb locations are launching in the U.S., including Austin, Atlanta, Los Angeles, Nashville, Miami, and San Francisco.
The goal is to build a blockchain-based identity verification system designed to mitigate persistent fraud challenges like deepfakes and AI-driven bots that bad actors use to impersonate individuals or steal personal identifiable information.
Crypto and Perks
After the 30-second scan, users will receive an IrisCode verifying their identity, which can be used to create a World ID. They will also receive some of the company’s crypto, WLD, for participating in the program.
Participants can use their World ID to sign into supported platforms like Minecraft, Reddit, and Discord, and they also gain access to an exclusive World Visa card. Additionally, the company announced a partnership with online dating company Match Group, though it noted that integration with OpenAI isn’t in the cards yet.
The Barriers to Adoption
The push toward biometric identification is gaining momentum, driven not only by the need to combat fraud, but also by its potential to create a frictionless customer experience. The widespread adoption of smartphones has helped normalize fingerprint and facial recognition scanning for many users.
However, there are barriers to biometric authentication adoption that have kept it from achieving widespread usage. One of the main concerns is privacy—namely, how biometrics companies will collect, store, and manage personal data.
World has come under scrutiny for its privacy practices, and Spain and Portugal have gone so far as to temporarily ban World IDs. Brazil recently banned all of World’s operations in the country, citing concerns that users were being compensated with crypto in exchange for handing over their personal data.
World maintains that its tech is based on zero-knowledge proofing. Still, it faced additional hurdles. The system requires users to visit physical scanning stations and voluntarily enroll, which adds a layer of friction to the process.
While the incentives offered will be compelling enough to entice consumers to participate remains uncertain. Nonetheless, World has lofty ambitions for the Orb. When announcing the new version of its device—along with its rebrand from Worldcoin—the company envisioned it becoming an integral part of self-service checkouts and kiosks.
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