"Last week, Google said its new Pixel 10 phones will ship with a feature aimed at one of the biggest questions of the AI era: Can you trust what you see? The devices now support the Coalition for Content Provenance and Authenticity ( C2PA), a standard backed by Google and other heavyweights like Adobe, Microsoft, Amazon, OpenAI and Meta. At its core is something called Content Credentials-essentially a digital nutrition label for photos, videos, or audio. The metadata tag, which can't easily be tampered with, shows who created a piece of media, how it was made, and whether AI played a role."
"Over a year ago, I reported that TikTok would automatically label all realistic AI-generated content created using TikTok Tools with Content Credentials. And the standard was actually founded before the current generative AI boom: The C2PA was founded in February 2021 by a group of technology and media companies to create an open, interoperable standard for digital content provenance, or the origin and history of a piece of content, to build trust in online information."
"But a new report from the World Privacy Forum, a data-privacy nonprofit, warns that this growing push for trust could put privacy on the line. The group argues C2PA is widely misunderstood: it doesn't detect deepfakes or flag potential copyright infringement. Instead, it's quietly laying down a new technical layer of media infrastructure-one that generates vast amounts of shareable data about creators and can link to commercial, government, or even biometric identity systems."
Google's Pixel 10 phones support the Coalition for Content Provenance and Authenticity (C2PA) and Content Credentials, a metadata tag that records creator, creation method, and AI involvement and cannot easily be tampered with. C2PA was founded in February 2021 by technology and media companies to create an open, interoperable standard for digital content provenance. TikTok adopted automatic Content Credentials labeling for AI-generated content from TikTok Tools. The World Privacy Forum warns C2PA does not detect deepfakes or copyright infringement and that its open framework can create and share large amounts of creator-identifying metadata that may be linked to commercial, government, or biometric identity systems.
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