Worldcoin Announces Major Rebrand, Doubles Down on Iris Scanning Despite Privacy Concerns
Worldcoin has rebranded to World. (Photo by Tomohiro Ohsumi/Getty Images)
- Sam Altman’s Worldcoin project has rebranded as World.
- The company announced a new blockchain for scanned users, known as World Chain.
- World continues to face heavy criticism.
OpenAI CEO Sam Altman’s controversial crypto project announced a major rebrand on Oct. 17 as it doubles down on its mission to scan every human’s iris.
Since its inception, the project, which aims to offer humans a “digital passport” with a scan of their iris, has been under fire over privacy and security concerns.
WorldCoin to World
Worldcoin announced it would be known as “World,” signaling a possible move away from an obvious crypto connection as it continues to try to properly market the brand’s scope and ethos.
In 2023, a Tools for Humanity employee told Forbes that the company’s new DNA was “the whole identity thing.”
“They no longer say they are a crypto company,” an employee said.
This seems to fit the recent rebrand, which has coincided with major updates to the company’s iris-scanning devices, known as “orbs.”
Founded in 2019, World was originally conceived as a way to distribute universal basic income through a one-time payment following an iris scan.
However, following the explosion of interest in AI, largely driven by OpenAI’s ChatGPT, the focus of Tools For Humanity—the company overseeing World—shifted towards a new priority: verifying human identity.
The company wants to provide every human in the world with a “World ID,” which would be a form of proof of their human status in a world of rapidly developing AI.
World’s New Blockchain
Despite seemingly looking to move away from the cryptocurrency branding, World announced a new blockchain for owners of its WLD token.
In a statement on Thursday, World said users that have scanned their iris will be able to use the network, currently relating to around 15 million people.
The blockchain, known as World Chain, will reportedly feature a range of leading apps, including Zerion for real-time APIs and Alchemy for development.
“World Chain’s vision is to ensure that blockchains ultimately benefit humans first,” the company said in a blog post.
Scrutiny Across the Globe
Since its inception, World has faced heavy criticism from people who believe the company risks compromising users’ safety and privacy.
The use of biometric data, like the company’s iris scans, has raised concerns about the risks of having such sensitive data being logged, even if anonymized.
On Thursday, Oct. 17, the company announced another new version of its scanning orb, with the World’s chief device officer, Rich Heley, likening booking a scan appointment to having a pizza delivered.
World said it would set up its orbs, which have been changed from a metallic color to all white, in retail and coffee shops all across the globe.
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