Publicis Groupe has joined the Coalition of Content material Provenance Authenticity (C2PA) as a steering committee member.
Publicis says it’s the first promoting holding firm to affix the steering committee, alongside founder members Adobe, Arm, BBC, Intel, Microsoft and Truepic.
The coalition seeks to set requirements for content material authentication and transparency in content material origins within the tech and media industries.
Since its launch in 2020, C2PA has labored with business leaders, policymakers, lecturers and accomplice organisations to “advance the way forward for accountable digital media creation, publication and sharing”.
Carla Serrano, chief technique officer at Publicis Groupe, mentioned: “In an business the place daring, thought-provoking content material has the facility to maneuver folks, inform tales and demand motion, we can not afford the danger of unhealthy actors compromising a creator’s genuine imaginative and prescient and creation.
“The C2PA’s efforts assist shield that invaluable IP and guarantee genuine inventive visions are dropped at completion – and verified alongside the best way. And folks can really feel assured figuring out that the content material they’re viewing is exclusive, authentic, and straight from the supply.”
The C2PA’s work has included the Microsoft and BBC-led Challenge Origin Alliance, the Adobe-led Content material Authenticity Initiative and the implementation of the C2PA specification, which safeguards and verifies authentic content material throughout codecs together with picture, video and audio.
Jem Ripley, CEO of Publicis Digital Expertise, mentioned: “Unquestionably, the capabilities of generative AI are evolving rapidly, and the necessity for management is vital.
“We’re dedicated to bringing our experience throughout digital content material, media, manufacturing, information and know-how to the forefront for C2PA, driving innovation and protections for our purchasers’ companies, whereas guaranteeing the authenticity and regulation of all AI content material experiences sooner or later.”
