Every day his company downloads what amounts to the whole internet, looks for the places you don't belong, and deletes them - the fake nudes, the cloned voice, the face that was never yours to begin with.
You can hire your law firm to do 15 takedowns today, and 14 new things will get uploaded.
It is a strange place to start a company. In 2022, Luke and his wife Rebekah Arrigoni were watching HBO's Euphoria - a show that does not flinch from non-consensual intimate imagery. Around the same time, Luke happened to be building a system for a client that could recognize a person from only a partial slice of their face.
The two thoughts collided. Partial-face recognition meant you could detect a violation without ever exposing the victim to the harmful image itself. You could find the thing, confirm it, and delete it, all while sparing the person from having to look. Loti started life closer to a nonprofit than a startup. Then 2023 happened: the SAG-AFTRA strike put AI and likeness rights on every marquee in Hollywood, and Arrigoni's entertainment contacts told him, plainly, that the town needed exactly this.
Career arc, not a survey. Bars are illustrative.
For roughly ten years Luke ran Arricor, an AI consultancy, building machine learning programs for the likes of Getty Images, Fox Networks, AT&T, Wolters Kluwer, Janssen (J&J) and UPS. Not glamorous. Deeply technical.
He cut his teeth in Los Angeles entertainment, working as a data scientist alongside celebrity talent at agencies including WME and CAA - the same relationships that would later become Loti's distribution channel.
He studied mathematics (reported at Columbia University) and never really left the discipline behind. He still introduces himself as a "math guy," more comfortable with confidence scores than with hype.
"We download the whole internet every day, find you where you don't belong, and delete it."
"We wield this enormous superpower, but we've worked really hard to make sure it's used for privacy."
"They come to us to protect their likeness, their IP rights and now increasingly to manage how they participate in the generative AI economy."
"Everyone's going to have to figure out how they participate in the AI economy."
"You need automation to move at the speed of the internet."
"Your identity belongs to you."
Arrigoni's favorite analogy is agricultural. He compares brands and creators who sign away their likeness in the fine print to landowners in the early 1900s who sold their property without realizing there was oil underneath. The biometric clauses buried in user agreements, he argues, can quietly hand your face and voice to AI training pipelines.
So Loti's second act is not just defense - it's licensing. Helping people set "allow and disallow" policies for their own likeness, then participate, on purpose, in an economy where ads can be made with your name, face and voice. As he puts it: "There will be a world in which people will want ads made with your name, face, and likeness." The question is whether you got to choose.
Arrigoni calls the broader shift "subtle and boring - that's why it's so life-threatening to our industry." Most users, he says, never even need to talk to Loti; the automation just works in the background. The protection is the wedge. The licensing marketplace is what's hiding inside.
He is using AI to fight AI misuse, and he knows it. He has joked about constantly "apologizing" for the technology even as he deploys it - a builder uneasy with his own tools, which is a rarer thing in this business than it should be.
Arrigoni lays out the whole worldview - privacy, licensing, and the speed of the internet - on the Shift AI Podcast with Boaz Ashkenazy.