Microsoft, Adobe and Intel take small step against deepfakes with opt-in tool for ‘combined’ media

A radical of large exertion companies gathering AI solutions person formed a caller inaugural to code the increasing situation of identifying AI-generated synthetic media and “deepfakes.”

The Coalition for Content Provenance and Authenticity (C2PA) includes Adobe, Microsoft, Intel, and different tech firms. Their extremity is to make an open standard that tin certify the origins and provenance of online content.

The C2PA aims to make metadata tools that tin connect captious accusation to integer content, including whether AI was utilized to make oregon change it. This could assistance contented platforms and users place synthetic oregon falsified media.

The request for specified tools is increasing arsenic AI techniques go much advanced, allowing for hyperrealistic fake images and videos. External unit is besides mounting connected tech firms implicit this issue.

To statesman addressing this, the C2PA has introduced a logo that tin beryllium attached to certified content. However, immoderate experts accidental much disposable labels whitethorn beryllium needed for extremity users.

Example of the CR logo successful action

Developing robust authentication methods remains challenging, arsenic nary flawless AI detection strategy addresses; galore presumption voluntary efforts similar the C2PA arsenic a captious archetypal step.

The C2PA inaugural has released open-source tools that immoderate enactment tin adopt. Members see media outlets, academics, nonprofits, and tech firms.

While the steps autumn abbreviated of authoritative regulation, the conjugation hopes its standards volition beforehand transparency and spot online. Further, self-regulation is not an chartless concept, and the attack to specified topics remains highly controversial. With precocious AI proliferating crossed industries, that effort is conscionable beginning.

The station Microsoft, Adobe and Intel instrumentality tiny measurement against deepfakes with opt-in instrumentality for ‘combined’ media appeared archetypal connected CryptoSlate.