Microsoft today announced that it is partnering with Adobe, Arm, BBC, Intel and Truepic to form the Coalition for Content Provenance and Authenticity (C2PA). C2PA is a Joint Development Foundation project formed to address the prevalence of disinformation, misinformation and online content fraud through developing technical standards for certifying the source and history or provenance of media content.
The C2PA’s open standard will give platforms a method to preserve and read provenance-based digital content. Because an open standard can be adopted by any online platform, it is critical to scaling trust across the internet. In addition to the inclusion of varied media types at scale, C2PA is driving an end-to-end provenance experience from the capturing device to the information consumer. Collaboration with chipmakers, news organizations, and software and platform companies is critical to facilitate a comprehensive provenance standard and drive broad adoption across the content ecosystem.
“There’s a critical need to address widespread deception in online content — now supercharged by advances in AI and graphics and diffused rapidly via the internet. Our imperative as researchers and technologists is to create and refine technical and sociotechnical approaches to this grand challenge of our time. We’re excited about methods for certifying the origin and provenance of online content. It’s an honor to work alongside Adobe, BBC and other C2PA members to take this critical work to the next step,” said Eric Horvitz, Chief Scientific Officer and Project Origin executive sponsor, Microsoft.