In an era where distinguishing between humans and AI-generated content grows increasingly difficult, Sam Altman's digital identity startup World (formerly Worldcoin) has officially expanded its controversial iris-scanning technology to the United States. The company's flagship product, a spherical device called the Orb, promises to verify human identity in an age of sophisticated deepfakes and digital fraud, while simultaneously raising significant privacy and regulatory concerns across multiple countries.
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| A close-up of the sleek, spherical device designed for iris scanning, crucial for verifying human identity in the digital age |
US Expansion Strategy
World has launched its iris-scanning technology in six major US cities: Atlanta, Austin, Los Angeles, Miami, Nashville, and San Francisco. The company plans to deploy as many as 7,500 Orbs across the country over the next year, with assembly taking place at a new facility in Richardson, Texas. Notably absent from the launch is New York, where the service remains unavailable for undisclosed reasons, despite company representatives initially claiming otherwise during press events.
The Technology Behind World's Orb
The Orb is a metallic, spherical device designed to scan users' irises and generate unique digital IDs stored on the blockchain. According to World, this biometric ID system allows users to prove their humanity without revealing personal information. The company is positioning its technology as a defense against the rising threat of deepfakes and online impersonation in an era where generative AI increasingly blurs the line between authentic human interaction and automated bots.
Expanding Product Ecosystem
Beyond the standard Orb, World announced a portable Orb Mini device, expected to ship in 2026, to further expand access to its identity verification system. The company has also updated its app to support more financial transactions, including stablecoins, and has partnered with Stripe to enable payments on supported websites. Additionally, World proposed a Visa-backed debit card that would allow users to spend their World currency at any location accepting Visa and potentially earn rewards on AI subscriptions like ChatGPT Plus.
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| Mobile application interface for managing digital assets and identity verification, featuring various cryptocurrencies and credentials |
Commercial Applications and Partnerships
World is already piloting its technology with Match Group in Japan to verify users on dating apps like Tinder, aiming to boost trust and safety. Adrian Ludwig, chief architect at Tools for Humanity – the company behind World – suggested the technology could also play a role in government services, community programs, and social networks. The company's app now offers access to third-party mini apps, including games and prediction markets, as part of its ambition to become a super app for identity and payments.
User Growth and Financial Outlook
According to World, its user base has nearly doubled to 26 million in the past six months. Ludwig projected that in 18 months or so we will begin to see the costs of operating the network begin to be offset by the fees that are generated by the network, suggesting a path toward financial sustainability for the venture.
Regulatory Challenges and Privacy Concerns
Despite its ambitious expansion, World faces significant regulatory scrutiny across multiple jurisdictions. Privacy concerns have led to bans, investigations, or fines in countries including Spain, Portugal, Hong Kong, South Korea, and France. Spain's data protection regulator blocked the service over concerns about collecting minors' data, while South Korea imposed a fine of nearly USD 1 million for alleged violations in collecting and transferring personal data.
Public Reception and Skepticism
The launch events in San Francisco revealed mixed public sentiment about the technology. While some early adopters expressed enthusiasm about being on the wave of a potentially revolutionary technology, others voiced hesitation about sharing biometric data. One passerby at the San Francisco storefront succinctly captured this skepticism: I don't want to share my biometric information just to get a QR code. I mean, my QR code is right here, gesturing to his face.
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| A speaker passionately addressing an audience about the implications and concerns surrounding new iris-scanning technology |
The Vision Behind World
At the San Francisco launch event, World's chief business officer Trevor Traina described the company as the brainchild of Sam Altman and Alex Blania, emphasizing that from this same incredible brain, the brain of Sam Altman, after bringing in the era of artificial intelligence, came the intuition that in this new era, we as human beings will need to know what is real and what is not, that we may actually have to prove our humanness.
Future Implications
As World continues its global expansion amid regulatory challenges, the company's approach to digital identity verification represents a significant experiment in addressing AI-driven fraud while navigating complex privacy concerns. Whether the technology will achieve widespread adoption or face continued regulatory resistance remains to be seen, but it undoubtedly represents one of the most ambitious attempts to create a global digital identity system in an increasingly AI-dominated digital landscape.