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Artificial intelligence has made it difficult to distinguish what is real and what is not, especially in photos and videos. This has led to deepfakes, misleading AI robocalls, accusations of fake AI crowds, and misinformation that is only increasing ahead of the presidential election in November.
However, Andy Parsons, senior director of the Content Authenticity Initiative at Adobe, believes the problem can be solved with another technology: content credentials.
These nutritional labels of information are embedded in the metadata of digital content and act as an invisible watermark that indicates whether something was created using AI. They answer questions about how a piece of content was created and whether it was created or edited using AI.
Developers can add content credentials to any asset created in programs such as Photoshop and Microsoft Designer.
“This level of transparency can help dispel doubts, especially during breaking news and election cycles,” Parsons told Entrepreneur.
How Big Tech uses credentials
OpenAI is already using credentials in images created by AI image generator DALL·E 3 as part of its 2024 election campaign. Google examines credentials to determine where content comes from in its products, including YouTube. And in October, Leica launched the world's first camera that automatically adds synopsis information to the images it takes.
Meanwhile, in May, TikTok became the first social media platform to use content credentials to identify content and automatically label it as “AI-generated” when appropriate.
Parsons says the “widespread adoption” of credentials by social media platforms would “build a chain of trust.”
“This will enable consumers to verify information themselves and trust reputable actors,” he said.
Adobe is a member of the Content Authenticity Initiative Steering Committee, along with Google, Microsoft, Sony, Intel and over 2,000 other companies.
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