Sam Altman’s Eye-Scanning Startup ‘World’ Expands to the UK to Tackle AI Fraud
World, the controversial biometric identity verification venture co-founded by OpenAI CEO Sam Altman, is launching in the United Kingdom this week as it continues its global rollout to combat rising concerns around AI-driven fraud.
Starting Thursday, Londoners will be able to register for World’s unique identity system using the Orb—a spherical, metallic eye-scanning device that captures a person’s iris and facial data to generate a unique biometric code. The startup plans to expand the service to other major UK cities, including Manchester, Birmingham, Cardiff, Belfast, and Glasgow in the coming months.
World’s technology aims to verify a user’s “humanness,” preventing bots and artificial intelligence systems from exploiting online services through deepfakes, identity theft, and other forms of fraud.
From Science Fiction to Mainstream Use
“The idea is no longer just something theoretical. It’s something that’s real and affecting people every single day,” said Adrian Ludwig, Chief Architect at Tools for Humanity, a key contributor to World. “We’re moving from a science project to a real network.”
Once a person is scanned, they receive a World ID—an anonymous digital identifier—and a small amount of WLD cryptocurrency. The ID can be used to log into participating platforms like Minecraft, Reddit, and Discord without revealing the user’s personal identity.
The UK expansion follows World’s recent launch in the United States, where it opened six flagship retail locations in cities including Austin, Atlanta, Los Angeles, Nashville, Miami, and San Francisco.
Ludwig said the company is aiming to scale its verification capacity tenfold over the coming months. As of now, 13 million users worldwide have verified their identity through World.
Privacy Concerns and Regulatory Dialogue
Since its 2021 debut as “Worldcoin,” the startup has faced scrutiny over privacy and biometric data usage. To address concerns, World says it encrypts all biometric data, deletes the original scans, and processes data locally on user devices rather than in the cloud. Only uniqueness verification is handled through third-party infrastructure.
Still, privacy campaigners remain wary of deploying such a system at scale, particularly in countries with millions—or even billions—of users. World has been actively engaging with regulators, including the UK’s Information Commissioner’s Office (ICO), to ensure compliance with data protection laws.
“We’ve had a lot of conversations with regulators,” Ludwig told CNBC. “They want to know: How do we make sure this works? How do we protect privacy? What are the risks? We’ve been able to answer all of those.”
World’s expansion comes as governments worldwide explore digital identity solutions to move beyond physical ID cards. Ludwig sees the project as part of a broader shift toward more secure and scalable digital ID systems, especially in the face of increasingly sophisticated AI fraud.
While initiatives like India’s Aadhaar have demonstrated both the potential and pitfalls of digital ID at scale, World aims to offer a decentralized alternative—one that doesn't compromise privacy or security.
“Mechanisms to identify and reduce fraud are of growing interest to governments,” Ludwig said. “And we’re seeing real demand now.”
As digital identity becomes a central pillar of both public and private sector security infrastructure, World’s UK rollout marks a significant step in building a global network to defend against the rising risks of AI misuse.