Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

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

Three publishers’ workforce diversity reports show DEI efforts remain sluggish
Overall, staff diversity at The New York Times, Hearst and Condé Nast has either marginally improved or stalled in 2024, according to their annual workforce diversity data this year.

Retail media meets publishing: News UK, Future and Ocado tap clean room tech for smarter data targeting
News UK, The Independent, Immediate Media and Future are teaming up with retail media network Ocado to test clean room-powered data matching.

From sidelines to spotlight: Esports events are putting creators center stage
Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.