Adobe, Arm, BBC, Intel, Microsoft, and Truepic have formed a coalition to develop an end-to-end open standard for tracing the origin and evolution of digital content to combat disinformation.
The coalition would be named Coalition for Content Provenance and Authenticity (C2PA) and will cooperate to develop content provenance specifications for common asset types and formats.
The specifications would make it easier to trace the origin and evolution of a piece of media and to determine if it has been 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,” said Microsoft chief scientific officer Eric Horvitz said.
The C2PA included founding members of the Adobe-led Content Authenticity Initiative (CAI) and the Microsoft- and BBC-led Project Origin.
Adobe general counsel Dana Rao said the C2PA would help regain the public’s trust in online content.
Aside from the C2PA, Microsoft also called for an EU version of the Australian media code so that European publishers could be paid for their content by “gatekeepers that have dominant market power.”