Sam Altman’s World (formerly Worldcoin) project has launched its biometric eye‑scanning kiosks across the UK.
Tools for Humanity, the startup co-founded by Altman, is bringing its futuristic eye-scanning Orbs to the UK as part of a broader global expansion of its identity verification platform.
The project will give Brits access to verification services that entrepreneurs claim are essential to distinguish between human and artificial intelligence.
Starting this week, residents in London, Manchester, Birmingham, Cardiff, Belfast, and Glasgow can scan their eyes using the company’s proprietary Orb devices, the company announced on Monday.
The team seeks to expand the project scope, which made its US debut in April.
World targets UK high streets with AI-driven identity verification
According to Damien Kieran, Chief Legal and Privacy Officer at Tools for Humanity, the spherical Orbs will initially be located at dedicated premises in shopping centers and on high streets. The company also plans to partner with major retailers to install self-service Orbs similar to ATMs.
“The UK is certainly one of the more influential markets in the world . . . it punches well above its weight globally,” said Adrian Ludwig, chief architect at Tools for Humanity, the primary developer behind World.
He points out that the UK population is highly connected and already acutely aware of AI’s growing influence. Adria says in the UK, more than 75% of people report being impacted by AI almost daily.
Project leaders warn that artificial intelligence is quickly approaching a point where it can convincingly mimic humans—largely due to advances made by companies like Altman’s own OpenAI.
They predict that 90% of online content could be machine-generated within two years, making it increasingly difficult to tell the difference between humans and AI.
Founded in 2019 by Altman and Alex Blania, Tools for Humanity has raised over $300 million from prominent backers such as Reid Hoffman, co-founder of LinkedIn, and Sam Bankman-Fried, the now-imprisoned founder of FTX. In May, the group raised an additional $135 million from investors, including Andreessen Horowitz and Bain Capital Crypto, to fund further orb development and international expansion.
Tools for Humanity promotes its technology to distinguish humans from increasingly sophisticated AI systems. As generative AI tools—such as those developed by Altman’s OpenAI—proliferate, the risk of deepfakes, identity theft, and misinformation grows.
The Orb scan generates a digital credential called World ID, based on the unique characteristics of a user’s iris. Those who opt-in can also receive the Worldcoin cryptocurrency token.
Although the project currently has no revenue, World is exploring monetization options, including charging fees to partner platforms—such as dating apps like those under the Match Group umbrella—that use World ID services.
World’s leadership sees the technology as a critical defense against digital fraud, AI impersonation, and automated misuse of online platforms—from bots buying up concert tickets to fake profiles infiltrating dating apps.
Privacy concerns and global scrutiny shadow World’s expansion
However, the project has not been without controversy. Regulatory authorities in Germany and Argentina have launched investigations over privacy concerns, while Spain and Hong Kong have issued outright bans. The company insists it does not store personal or biometric data; instead, verification data remains solely on the user’s device.
Kieran said Tools for Humanity has been working ahead of its UK rollout with privacy regulators, including the UK’s Information Commissioner’s Office.
About 13 million people in countries like Mexico, Germany, Japan, Korea, Portugal, and Thailand have verified their identities through the technology. In April, the company announced expansion plans for six US cities.
Currently, 1,500 Orbs are circulating globally, but Tools for Humanity aims to produce and ship an additional 12,000 devices over the next year.