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The Coalition for Content, Provenance and Authenticity (C2PA) — a group comprised of technology and media companies — was formed to help combat disinformation by authenticating news content at its source. It was a tough job at the outset, but the emergence of generative AI is making it much harder as bad actors are equipped with ever-better tools.
Pia Blumenthal works with C2PA as co-chair of its UX Task Force, which she does alongside her day job also fighting disinformation as design manager for the Content Authenticity Initiative at Adobe. In this Talking TV conversation, she explains the work she’s doing in each capacity.
It’s work with which every newsroom needs to become acquainted as opportunities for their own news products to be manipulated proliferate. Content authentication will likely become an essential tool to help retain trust, which is already heavily eroding in an age rife with disinformation and misinformation.
Episode transcript below, edited for clarity.
Michael Depp: The Coalition for Content, Provenance and Authenticity, or C2PA, was formed to tackle the prevalence of misleading information online by developing technical standards for certifying the source and history, or provenance, of media content. Essentially, C2PA is building tools to ensure that content is actually coming from where it purports to come from.
This coalition, which is comprised of Adobe, Microsoft, Intel, BBC, Sony and others, has its work cut out for it given the proliferation of misinformation and disinformation and the ever-growing sophistication of the tools used to propagate