The Grip: How Data Verification Is Redefining Rules in AI and Advertising

For years, development teams have chased a mirage: they believed that building better algorithms and faster processors would solve all problems. But there is an uncomfortable truth that the industry is only beginning to recognize. The silent enemy is not the lack of computational power or talented programmers. It is something much more fundamental: the questionable quality of the data feeding these systems. And when that information is deficient, the consequences go beyond research labs, affecting advertising, financial services, healthcare, and every industry that depends on information whose reliability has never been verified.

The true cost of unverified data

Numbers speak for themselves. Nearly 9 out of 10 AI projects never reach production, and the main cause is poor data quality rather than technical issues. For an industry valued at $200 billion, this figure represents an unprecedented economic disaster. The impact is not limited to technology: digital advertising loses almost a third of its $750 billion annual investments due to fraud and inefficiency. Transactional data cannot be audited, impressions could come from bots, and no one can prove the true origin of the information.

Even tech giants like Amazon discovered this in the most costly way possible. After investing years developing an automated recruiting system, they had to scrap the entire project. The reason: the algorithm didn’t make mathematical errors, but faithfully replicated biases contained in its training data, systematically discriminating against female candidates.

Why algorithms are not enough: The real root problem

This scenario reveals a fundamental conceptual error. When an AI model makes critical decisions—approving a loan, diagnosing an illness, or recommending a hire—we cannot verify the quality of the data that trained it. Datasets are collected in the dark, modified without a change log, and lose their traceability. A perfectly designed algorithm cannot overcome corrupted or biased data.

The challenge is even deeper. Consider an autonomous vehicle trained with data from the worst driver we know. Even with the best software available, it will amplify every mistake, bad habit, and risky decision on a massive scale. That’s how data works: what goes in is exactly what comes out, exponentially multiplied.

Sui and Morsa: Building the trust infrastructure

Talking about bigger chips, expanded data centers, and faster processors is easy. The truly transformative thing is building AI that is genuinely reliable. This requires data that can be cryptographically verified from the very first bit.

This is where Sui and Morsa come in. This protocol enables data verification from scratch. Each file gets a unique, verifiable identifier; every modification is recorded in an immutable history; and anyone can cryptographically prove where their data came from and what happened to it. When a regulator asks about your fraud detection model’s decisions, you can present the blob ID—a generated identifier based on the data itself—and show the record in Sui that tracks the entire storage history.

Morsa works integrated with the Sui blockchain to coordinate online programs, ensuring that information is trustworthy, secure, and verifiable from its origin. This combination transforms how we conceptualize data authenticity.

From AdTech to DeFi: Real use cases of Alkimi

Digital advertising is a barren land of distrust. Advertisers invest in a $750 billion market facing inaccurate reports and widespread fraud. Transaction records are scattered, platforms do not converge, and performance measurement systems are exactly those that benefit from deception.

Alkimi is redefining AdTech using Morsa as its backbone. Every ad impression, every bid, every transaction is stored with an tamper-proof record. The platform incorporates encryption for sensitive data and processes reconciliation with cryptographic proof of accuracy. This opens a new paradigm: advertisers can finally trust their numbers instead of accepting them blindly.

But AdTech is just the beginning. AI developers could purify biases using datasets with cryptographically verifiable origins. DeFi markets could tokenize audited data as collateral, just as AdFi converts proven advertising revenue into programmable assets. Data markets could thrive when organizations empower users to monetize their information while preserving privacy. All this becomes possible because data can finally be proven instead of accepted on faith.

The future of trustworthy data

Poor data has held industries back for too long. No real progress toward 21st-century innovations—ranging from robust AI to DeFi systems that prevent fraud in real time—is possible while we remain blind to the data fueling our decisions.

Morsa forms the foundation of that trust layer. WAL (currently trading at $0.08) represents the native token of the ecosystem. By building on a platform that empowers verifiable data, developers can trust from day one that their data tells a complete, objective, and auditable story. That is the promise Morsa delivers: trust from zero, and that changes everything.