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An opt-in tool for "combined" media is a small step against deepfakes taken by Microsoft, Adobe, and Intel.

An opt-in tool for "combined" media is a small step against deepfakes taken by Microsoft, Adobe, and Intel.A fresh front against deepfakes is opened by tech coalition's open-source tools.To tackle the growing problem of identifying AI-generated synthetic media and "deepfakes," a consortium of leading technology companies developing AI solutions has launched a new initiative. ".Tech companies Adobe, Microsoft, Intel, and others are part of the Coalition for Content Provenance and Authenticity (C2PA). Developing an open standard to verify the provenance and origins of online content is their aim.The goal of the C2PA is to create metadata tools that can annotate digital content with important details, such as whether artificial intelligence (AI) was used to create or modify it. Platforms and users may find it easier to recognize fake or synthetic media thanks to this.As AI methods improve and allow for the creation of hyperrealistic fake photos and videos, the demand for these tools is rising. Regarding this matter, external pressure on tech companies is also intensifying.The C2PA has created a logo that can be affixed to certified content in order to start addressing this. Some experts, however, contend that end users might require more prominent labelling.Creating reliable authentication techniques is still difficult because there is no perfect AI detection system; however, many see voluntary initiatives like the C2PA as essential first steps.Open-source tools that can be adopted by any organization have been made available by the C2PA initiative. Tech companies, academic institutions, media outlets, and nonprofits are among the members.Even if the actions don't amount to formal regulation, the coalition believes that their guidelines will advance openness and confidence on the internet. Furthermore, there is nothing new to the concept of self-regulation, and opinions on this subject are still very divided. That effort is just getting started as advanced AI is spreading throughout industries..

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Oct 12, 2023 - 19:00

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An opt-in tool for "combined" media is a small step against deepfakes taken by Microsoft, Adobe, and Intel.

A fresh front against deepfakes is opened by tech coalition's open-source tools.

To tackle the growing problem of identifying AI-generated synthetic media and "deepfakes," a consortium of leading technology companies developing AI solutions has launched a new initiative. ".

Tech companies Adobe, Microsoft, Intel, and others are part of the Coalition for Content Provenance and Authenticity (C2PA). Developing an open standard to verify the provenance and origins of online content is their aim.

The goal of the C2PA is to create metadata tools that can annotate digital content with important details, such as whether artificial intelligence (AI) was used to create or modify it. Platforms and users may find it easier to recognize fake or synthetic media thanks to this.

As AI methods improve and allow for the creation of hyperrealistic fake photos and videos, the demand for these tools is rising. Regarding this matter, external pressure on tech companies is also intensifying.

The C2PA has created a logo that can be affixed to certified content in order to start addressing this. Some experts, however, contend that end users might require more prominent labelling.

Creating reliable authentication techniques is still difficult because there is no perfect AI detection system; however, many see voluntary initiatives like the C2PA as essential first steps.

Open-source tools that can be adopted by any organization have been made available by the C2PA initiative. Tech companies, academic institutions, media outlets, and nonprofits are among the members.

Even if the actions don't amount to formal regulation, the coalition believes that their guidelines will advance openness and confidence on the internet. Furthermore, there is nothing new to the concept of self-regulation, and opinions on this subject are still very divided. That effort is just getting started as advanced AI is spreading throughout industries.