At the recent EIDR Annual Participant Meeting in Los Angeles, Pam Fisher, chairwoman of the International Press and Telecommunications Council (IPTC) Video Metadata Committee, shared insights into one of the challenges facing a world filled with deepfakes and AI-generated content.
Her presentation — “Preserving Media Provenance Metadata with C2PA” — took a deep dive into the Coalition for Content Provenance and Authenticity (C2PA), which has created a technical standard for tracing the source of media “screen to screen” across hardware and software. The standard ensures that published and distributed media have come from a trusted source, an essential tool in today’s landscape of “fake news” and generative AI.
IPTC/Project Origin and the Creator Assertions Working Group (CAWG) are leading the work to support standards-based creator and organizational provenance within C2PA assertions. Fisher presented IPTC’s work in provenance and trust, outlined the current state of the ecosystem, and discussed the emerging process for EIDR members and all media producers, publishers, and distributors to successfully include trusted credentials and provenance metadata within their content in the future.
To listen to Fisher’s presentation, click here. To view the presentation slide deck, click here.
For more information on Media Provenance at IPTC, click here.