The Coalition for Content Provenance and Authenticity (C2PA), a global organization dedicated to enhancing transparency online by certifying the provenance of digital content, announced on Friday that Google has joined as a steering committee member, supporting Content Credentials to promote transparency in digital content within the AI era. Google will collaborate with other steering committee members such as Adobe, BBC, Intel, Microsoft, Publicis Groupe, Sony, and Truepic to develop the technical standard for Content Credentials.
Content Credentials, the C2PA's technical standard, aims to provide tamper-resistant metadata that can be attached to digital content, indicating how and when the content was created or modified.
"In the critical context of this year's global elections where the threat of misinformation looms larger than ever, the urgency to increase trust in the digital ecosystem has never been more pressing," stated Dana Rao, General Counsel and Chief Trust Officer at Adobe and Co-founder of the C2PA. "Google's membership will help accelerate the adoption of Content Credentials everywhere, from content creation to consumption," he emphasized.
Google's participation, including its subsidiary YouTube, will not only contribute to raising awareness of Content Credentials but also aid in promoting them as a fundamental resource for users to comprehend the content they encounter and trust the digital landscape.
"At Google, a critical part of our responsible approach to AI involves working with others in the industry to help increase transparency around digital content," said Laurie Richardson, VP of Trust and Safety at Google. She highlighted Google's existing efforts in this domain, such as Google DeepMind's SynthID, Search's About this Image feature, and YouTube's labels denoting altered or synthetic content, which provide valuable context to users, assisting them in making well-informed decisions.
In essence, Content Credentials serve as a "nutrition label" for digital content, delineating when it was created and modified. Moreover, Content Credentials are free, open-source technology based on the C2PA open technical standard, enabling anyone to integrate them into their products and platforms.
(With Agency Inputs)