Mike Novogratz, the CEO of digital asset investment firm Galaxy Digital told investors he is shocked over the amount of regulatory attention for crypto rather than artificial intelligence (AI), a technology he believes will trigger a “deep fake” identity crisis.

The company has an existing product traceability and supply chain transparency platform and considers its new innovation a one-stop-shop solution for material compliance. Sports brand Adidas is one of its first adopters and provided early input into its development in line with the company’s ambitious sustainability goals for the coming years.