Content Credentials to enhance provenance
Ever since 2007 at Safe Creative we have been committed to the protection of the copyrights of all kinds of authors and companies by giving them efficient tools to generate the proofs they need to demonstrate the moment they had the files with their creations.
It’s never been easy or simple to achieve that, but I believe that we have to use technology to tackle the challenges every innovation and disruption throws at us.
Provenance has been a core idea in our DNA and after meeting the great people at the Coalition for Content Provenance and Authenticity (C2PA) in the Content Authenticity Initiative event at Cornell Tech, or commitment has been reinforced even more.
I’ve listened to true experts with the same core ideas regards the ethic use of AI and the need to be able to bring trust to the news and battle fake news and misinformation.
The Challenge
From the need to regulate the responsibility of the misuse of AI, to other forms of disinformation in the digital era, to the licensing negotiations to train with creators works, going through the standardization of systems to bring trust to human, mixed human and AI and IA content all over.
After thinking for a some time about the Content Credentials, one key is that the main “publishing” platforms, adopt the display of this information by default while trying to keep the CR information resilient. That will be the turning point for massive adoption. I can imagine a moment where unless there’s a valid CR, we should always be extra careful.
This might not be as relevant for content creators as it is for journalists, specially in these days, but there are many instances in which creators will also be in need of proving how they created their original works and the amount of alteration or aid from AI has been used, if any. We already provide a creative process certification and AI disclosure documentation to be enhanced in the future, but all these tools together with hashtag#contentcredentials can help us maintain the human connection and the empathy we so much need to preserve for the future.
An The Future
Redundancy, consistency and durability will be key. It’s a long road ahead, but with the members of this coalition, it will be a great adventure for sure.
(PS. As you probably can tell, no AI has been used to write this.
