Cloudinary has announced its support for the Coalition for Content Provenance and Authenticity (C2PA) standard, which includes adding signed provenance metadata in compliance with the C2PA’s Content Credentials specification.
The company aims to help increase digital media transparency and combat the spread of fake and altered media, particularly with the rising use of AI-generated content. Cloudinary is collaborating with select enterprise customers, including Dow Jones, to implement the standard.
Clarence Kwei, Senior Vice President of Consumer Technology at Dow Jones, commented on the significance of authentic storytelling through digital content provenance. “With the advent of AI and generative AI, it’s getting harder and harder to distinguish fact from fiction,” said Kwei.
“Authentic storytelling through digital content provenance is paramount now more than ever. Determined in our dedication to protect the credibility and quality of our news and visual content, we are pleased to be working with leading visual media technology vendors like Cloudinary to help create a more transparent digital ecosystem and protect viewers against manipulated and deceptive online media,” Kwei said.
The C2PA is dedicated to developing technical standards to certify the source and history of media content. It unifies efforts from the Content Authenticity Initiative (CAI), which focuses on providing context and history for digital media, and Project Origin, led by Microsoft and the BBC, which addresses disinformation in the digital news ecosystem. Cloudinary’s support for these standards is part of a broader movement that includes large organisations such as Canon, Google, Intel, Meta, Microsoft, OpenAI, and Publicis Groupe.
Tal Lev-Ami, Chief Technology Officer at Cloudinary, emphasised the importance of advancing shared standards to generate more transparency in the rapidly evolving landscape of AI-generated media. “C2PA is advancing shared standards to deliver more transparency in the world of AI-generated images and videos,” said Lev-Ami. “This work is a vital part of building trust in the authenticity of the images and videos people consume online and we look forward to supporting the coalition’s efforts.”
Since its inception in 2012, Cloudinary has maintained a commitment to digital trust and transparency while continuing to innovate. The company joined the CAI in 2020, working alongside media and tech companies, NGOs, academics, and others to promote the adoption of an open industry standard for content authenticity and provenance. By 2023, Cloudinary began implementing the C2PA’s Content Credentials specification, opening a beta Content Credentials program with select customers to develop new features meeting various needs and use cases.
The increasing prevalence of AI-generated content has made it crucial to ensure the authenticity of digital media. Through initiatives like those by C2PA and partnerships with organisations like Dow Jones, Cloudinary is set on creating a more transparent and trustworthy digital environment. The company’s efforts align with a global movement to enhance media integrity and safeguard against the proliferation of manipulated content.