The coalition includes Adobe, Arm, Intel, and Microsoft.
Some of tech’s biggest players have partnered to form the Coalition for Content Provenance and Authenticity (C2PA). This coalition also includes photo verification platform Truepic as well as BBC, whose aim is to create a new standard in verifying sources to lessen or eliminate the spread of misinformation and online content fraud.
The coalition, which is also open to bringing other members, will be developing provenance specifications for asset types and formats so that publishers and creators can easily trace the origin of the published media. This may be in a form of an image, video, audio, or even a document. Part of the specifications will include how each asset was presented and store and it can record if the file has tampered with.
There’s a critical need to address widespread deception in online content — now supercharged by advances in AI and graphics and diffused rapidly via the internet. Our imperative as researchers and technologists is to create and refine technical and sociotechnical approaches to this grand challenge of our time. We’re excited about methods for certifying the origin and provenance of online content. It’s an honor to work alongside Adobe, BBC, and other C2PA members to take this critical work to the next step,” said Eric Horvitz, Chief Scientific Officer, and Project Origin executive sponsor, Microsoft.
This new coalition will hopefully lessen or even totally eliminate misinformation that can easily spread online, especially on social media.