As deepfakes and synthetic media become more common, organizations like C2PA are developing digital watermarking to certify content's origins, with Amazon recently joining their efforts.
The Coalition for Content Provenance and Authenticity (C2PA) aims to combat misleading information online by creating technical standards that certify the source and history of digital content.
With the implementation of Content Credentials, consumers can verify the origin and authenticity of AI-generated content, enhancing transparency in digital media.
C2PA plans to establish Content Credentials as an industry-wide standard, allowing clients such as news organizations to confirm the source of videos before sharing.
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