In the age of AI, can you prove you're human?

World ID, launched by ChatGPT creator Sam Altman, is now expanding across Japan. Healthcare giant MEDIROM is building verification infrastructure at 3,000 locations nationwide. A privacy-preserving digital ID obtained by simply scanning your iris, what possibilities does this technology hold?

Why "Proof of Human" Matters in the AI Era

The rapid evolution of generative AI has made it extremely difficult to distinguish between humans and AI online. Deepfake impersonation, bot-manipulated reviews, and the spread of misinformation are eroding the foundation of trust in digital spaces.

To address these challenges, OpenAI CEO Sam Altman and physicist Alex Blania launched "World" in 2019, a project to build global infrastructure for proving "humanness" online.

At the core of this project is World ID, a digital identity system that uses iris authentication to prove you are a unique human being, without requiring any personal information like your name or address.

MEDIROM to Deploy World ID Across 3,000 Locations in Japan

On January 23, 2026, MEDIROM Healthcare Technologies Inc. (NASDAQ: MRM) signed a Master Service Agreement with Tools for Humanity and World Foundation, securing the rights to expand World ID throughout Japan.

MEDIROM has established a dedicated division called "MEDIROM World Proof of Human" and plans to deploy verification terminals across approximately 3,000 locations through two channels.

Expansion within the Re.Ra.Ku Group Currently, over 150 wellness centers operated by the MEDIROM Group, primarily under the "Re.Ra.Ku" brand, have Orb terminals installed. The company plans to expand to franchise locations, targeting approximately 300 stores across the entire Re.Ra.Ku Group.

Partner Network Deployment MEDIROM is collaborating with member stores of the Japan Relaxation Industry Association and other retail and service providers to expand to approximately 3,000 locations. Negotiations are currently underway with 370 third-party locations.

How Iris Authentication Works and Privacy Protection

World ID verification uses a spherical device called "Orb." Equipped with high-precision cameras and AI, the Orb scans your iris and completes verification in seconds.

What's remarkable is the thorough privacy-by-design approach.

Captured iris information is encrypted in a non-decryptable format and completely deleted from the Orb immediately after scanning. The encrypted iris code is then split into fragments through Anonymized Multi-Party Computation (AMPC) and distributed across multiple independent organizations, including universities and research institutions.

When using World ID, zero-knowledge proof technology allows you to prove you are human without revealing any personal information. This means even service providers cannot track user activity.

Use Cases in Japan and Future Outlook

World ID adoption is steadily growing in Japan. Tinder Japan has implemented World ID for age and identity verification. Social networking service "Yay!" and restaurant review app "SARAH" have also begun using it for authentication.

The demand for bot countermeasures and fake account prevention continues to rise, especially in gaming and social media. MEDIROM President and CEO Kouji Eguchi stated, "As generative AI rapidly permeates society, this new social infrastructure for 'proving one's humanness' will become an indispensable foundation for the future digital society."

Tomoe Makino, General Manager of Japan at Tools for Humanity, expressed optimism: "By partnering with MEDIROM, which is deeply rooted in local communities nationwide, we can offer World ID in places people trust and feel comfortable."

International Regulatory Landscape and Challenges

However, World ID has faced regulatory challenges overseas. Countries including Spain, Kenya, Indonesia, the Philippines, and Colombia have launched investigations or imposed temporary suspensions over concerns about biometric data collection methods and consent processes.

Key concerns include the risks of handling iris data, which cannot be changed throughout one's lifetime, the possibility that financial incentives (cryptocurrency distribution) may distort genuine consent, and anxiety about centralized infrastructure.

In response, Tools for Humanity emphasizes that biometric images are not stored; only encrypted codes are used. Data is distributed across multiple organizations so no single entity can access it, and core components have been open-sourced with third-party audits conducted.

For Japan's rollout, more transparent operations will likely be required based on these international experiences.

In Japan, the concept of "Proof of Human" is beginning to spread, but what discussions are happening in your country about digital identity verification and privacy protection in the AI era? We'd love to hear your thoughts!

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