Adobe, Arm, Intel and Microsoft announced that they are part of a new alliance that aims to reduce fraud with online content.
Together with the BBC and photo verification platform Truepic, the Coalition for Content Provenance and Authenticity (C2PA) will develop open standards for certifying the origin of media content.
“There is a critical need to address widespread deception in online content – fueled now by advancements in AI and graphics and rapidly spreading over the Internet,” said Eric Horvitz, Microsoft’s chief scientific officer. ZDNet
There have been other such initiatives to authenticate content in the past, namely Microsoft and BBC’s Project Origin and Adobe’s Content Authenticity Initiative. With the C2PA, these tech giants have decided to team up and work together to tackle the problem of fake content.
In a joint statement, the companies state that the goal of the C2PA is to help publishers, creators and consumers trace the origins of a piece of digital media all the way back to its origins. To this end, the alliance will develop what it calls specifications for the origin of the content.
These are technical specifications that indicate which information belongs to each type of asset and determine how this information is presented and stored. Another technical challenge it will address is identifying evidence of manipulation in digital media.
The release notes that in the future, the C2PA is aiming for the open standard to provide an integrated end-to-end origin experience that goes from an image on your screen all the way back to the device it was originally captured on.
To this end, the C2PA hopes to bring in chipmakers, news organizations and other content creators and consumers to “drive widespread adoption in the content ecosystem.”