This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
For all you know, this sentence could be written by artificial intelligence technology. The same can increasingly be said of any image, video or even audio file uploaded online.
In an attempt to help people distinguish between AI-generated and human-generated content, Adobe and the Coalition for Content Provenance and Authenticity have proposed a system for disclosing how a piece of content was created.
Called content credentials, the system would embed information, such as who created a piece of content and whether it was made using generative AI tools, in the content’s metadata and append a watermark indicating such information was attached. Beyond disclosing AI’s involvement, the content credential system can also be used to credit artists for their work and verify its authenticity, as covered in the video skit below.
More in Media
Albertsons’ new ‘micro sitcom’ is a big deal for retail media
Albertsons Media Collective has launched its first episodic, scripted branded-entertainment campaign in partnership with Procter & Gamble.
Mastercard is tapping foodie creators to drive awareness and adoption
Mastercard on its latest creator-led social series and its goals to drive awareness, consideration, and discoverability.
In Graphic Detail: AI visibility is no longer about referral traffic
New data shows why publishers are developing strategies around agentic traffic and brand visibility in AI answer engines.