Over the past few years, we’ve built a reputation at Moveris for our media testing tools — using a simple webcam to collect facial EMG data, heart rate, and behavioral signals to help brands understand how audiences respond to content. Our technology measures actual muscle movements through facial electromyography, similar to what you’d find in a real lab environment, but accessible through any standard webcam.

That work isn’t going away. In fact, it’s the scientific foundation of where we’re headed next.

Today, generative AI is flooding our screens with faces, voices, and messages that look real — but aren’t. By 2025, 90% of online content is expected to be AI-generated, while the generative AI market is projected to grow by 41.53% annually through 2030. Traditional biometrics can’t tell the difference.

Meanwhile, consumer fraud losses jumped 25% in 2024 to $12.5 billion, with 42.5% of fraud attempts in financial services now powered by AI. Current biometric systems are failing — 85% of synthetic identities evade traditional risk models.

So we’ve been asking a new question: How can you tell if someone is truly human — not just visually convincing?

The answer, for us, lies in psychophysiology — the science of how the body reacts in real time to media, emotion, and stimulus.

At Moveris, we’re using the same tools we once used to measure ad effectiveness… to detect human liveness.

Can someone generate spontaneous emotion in response to a video? Does their heart rate shift in sync with visual content? Do their facial EMG patterns reveal genuine muscle activity from a living nervous system — or the static patterns of generated content?

These are the questions we’re answering.

Research shows heart rate variability biometric authentication can achieve 99.85% accuracy with equal error rates as low as 0.21% — a dramatic improvement over traditional methods.

This is still media science. It’s just not limited to marketing anymore. It’s now about identity, trust, and reality.

If you’re in fintech, risk, or verification, and you’re looking for signals that go beyond surface biometrics — let’s connect.

We believe the future of identity isn’t about what looks like a human. It’s about what reacts like one.