Adobe, along with ARM, BBC, Intel, Microsoft, and Truepic, co-founded the Coalition for Content Provenance and Authenticity (C2PA) in February 2021. The coalition aims to develop an open standard that uses the metadata of images, videos, text, and other media to highlight their provenance and inform people about the file’s origins. Adobe is also working on new products like Firefly to generate AI content natively and infusing legacy products with AI.
Key takeaways:
- India has become a global hotspot for the use and misuse of AI in political discourse and the democratic process, prompting tech companies to offer solutions.
- Adobe's senior director, Andy Parsons, visited India to promote tools that can identify and flag AI content, advocating for the declaration of authenticity of AI-generated content.
- The Content Authenticity Initiative (CAI) and the Coalition for Content Provenance and Authenticity (C2PA) are working to develop open standards for identifying if digital content was generated by a machine or human, and Adobe is actively engaging with governments like India's to promote these standards.
- The C2PA has developed a digital nutrition label for content called Content Credentials, which Adobe has integrated across its creative tools, and is working with global governments to promote and adopt this standard.