What you actually get from Loti AI
Loti AI is a likeness and IP protection platform founded by Luke Arrigoni that originally served celebrities and public figures through talent agencies before opening a free tier to the general public in March 2025. The platform uses facial and voice recognition to continuously scan the internet for a person's likeness, including in obscured photos or AI-generated content, then files takedown requests with hosting platforms. Its Everyone plan offers free monitoring and takedowns for individuals, while its Artist plan and public figure tier add Watchtower, a more comprehensive detection and enforcement system with a centralized dashboard, aimed at actors, musicians, athletes, and executives. Loti also offers a developer API for likeness and brand rights management, and reports a roughly 95 percent takedown success rate, typically inside 17 hours.
Loti AI pricing
Everyone plan is free and published. Artist and public figure plans require booking a demo; no self-serve price is published for them.
| Plan | Price | What it covers |
|---|---|---|
| Everyone | $0 | Free likeness monitoring and automated takedown requests for individuals, per lotiai.com/solutions/for-everyone |
Source: www.lotiai.com/solutions/for-everyone, read 2026-09-07.
Strengths
- Genuinely free monitoring and takedown tier open to any individual, not just a lead-gen trial
- Strong entertainment industry track record: partnerships with talent agencies such as Underscore Talent and press coverage in Variety, Rolling Stone, and Forbes
- Reports a high, specific takedown success rate (about 95 percent, usually under 17 hours) rather than a vague claim
- Covers both face and voice likeness, and offers a developer API for centrally managed likeness rights and automated enforcement
Weaknesses
- No published price for the Artist or public figure paid plans; access requires booking a demo or sales conversation
- Public figure tier is explicitly gated to accounts with meaningful reach (site references a 500K-plus follower threshold for agency demos)
- Free tier is positioned as an entry point into paid upsell, so its long-term feature set for non-paying users is not guaranteed to stay static
- Company is VC-backed and relatively young; no long independent operating history to judge reliability over many years
Best for
- Individuals and creators wanting free, ongoing monitoring of their face or voice online
- Celebrities, athletes, and public figures needing large-scale detection and takedown enforcement (Watchtower)
- Talent agencies and management companies protecting a roster of clients from deepfake impersonation
Not ideal for
- Buyers who need an exact price before talking to sales for anything beyond the free tier
- Developers wanting transparent API pricing without a custom quote
- Enterprises needing on-premise or air-gapped deployment (Loti is a hosted SaaS scanning service)
The removals Loti AI performs are real. They are also temporary
Loti AI does remove records, and the removals are genuine. When a listing comes down through this service, it is down. That is worth paying for, and it is not what the criticism below is about.
The problem is durability. Records in this category repopulate, because the listing was never the source. It was a copy of a feed, and the feed is still running. Remove the listing and the same record returns on the next refresh, typically within one to three months, often under a slightly different URL that the original removal ticket no longer covers.
Flat exposure, rising invoice, and both parties calling it maintenance.
That turns a one-time purchase into a treadmill priced as a permanent fix. Count your own listings twice, ninety days apart. Most buyers find exposure flat year over year despite continuous spend: removals and repopulation running at similar rates, with the invoice as the only line that grows. Closing the upstream feed is harder work. It is also the only version that compounds.
Where this lands in 2026
Removal has a second durability problem. A page live long enough to be crawled persists as a citation after the page itself is gone. An assistant then repeats a fact from a record that exists nowhere you can point at. Verify a removal by checking what the models say, not only what the URL returns.
That is why this review sits on the site of a firm that competes with Loti AI. The argument is not that Loti AI is a bad product. Its category was designed against a version of your problem that no longer describes the whole surface. The part it was never built to cover is the part growing fastest.
A detection score is evidence, not a remedy. The work that ends a deepfake is the takedown chain: platform reports, hosting complaints, registrar escalation, and the paper trail that survives a re-upload.
Key facts
- Founded by Luke Arrigoni, originally built as a partial face recognition system before pivoting to likeness protection for public figures in 2024
- Opened free likeness protection to the general public in March 2025 (covered in Variety)
- Backed by Ensemble VC among other investors
- Partnered with Underscore Talent (announced January 2026) to protect its roster of digital talent
Loti AI covers one lane. We cover the surface.
You get deepfake & synthetic-media removal as one protocol inside a measured engagement, not as a standalone subscription. Your exposure is measured first against a Bayesian baseline, then the counter-strike work runs, then your surface stays monitored across search, review platforms, and the AI answer layer.
Sources checked
- www.lotiai.com/
- www.lotiai.com/blog
- www.lotiai.com/solutions/for-everyone
- www.lotiai.com/solutions/for-public-figures
- www.ensemble.vc/research/loti-ai-expands-beyond-celebrities-launches-free-like
We read the vendor's own pages for every price on this review and record the date we read them. Where a figure comes from a third party we say so. Method: review methodology.