About Us

About ItsNotAI

ItsNotAI is a verifiable label that provides proof of human authorship. In a digital landscape increasingly shaped by generative AI, we offer creators a trusted way to distinguish their work and preserve the value of human-made content.

Founded by a multidisciplinary team from ETH Zürich with backgrounds in computer science, cybersecurity, and product development — and united by a shared passion for the creative industry — ItsNotAI combines deep technical expertise with a focus on authorship, authenticity, trust, and transparency in the age of AI.

Why ItsNotAI

As generative AI systems become more capable and widespread, distinguishing between machine-generated and human-made work is increasingly difficult. Existing labels and metadata are often self-declared, opaque, or platform-bound, leaving creators and audiences without a reliable, independent signal of authenticity.

ItsNotAI addresses this gap by labeling human-made content and providing a neutral, cross-platform verification layer, particularly in contexts where originality, authorship, and trust matter most.

How it works

Every ItsNotAI label is backed by a multi-layered verification process. We combine signals from multiple AI detection engines with expert human review of both the content and its metadata. This hybrid approach is designed to maximize accuracy, handle ambiguous cases, and remain robust as generative models continue to evolve.

Every ItsNotAI label comes with a unique identifier. Viewers can scan the QR code or search the ID on our website to verify the label and view the associated work, verification status, and relevant information. Every identifier is bound to a specific piece of work, helping prevent misuse, duplication, or misrepresentation while ensuring long-term traceability.