To insulate reality from Gen AI, Adobe’s content authenticity web app takes shape

“You can think of this as a nutrition label for digital content, just the way people should be able to look at a package of food, see what’s in it and make up their own minds about whether it’s a purchaser or not. We feel the same as through add digital content” — this is how Andy Parsons, senior director of Content Authenticity Initiative at Adobe, describes the importance of content credentials to prevent misattribution and alleviate potential ownership issues for audio, video and photo content, in an era of generative AI. Days ahead of their annual Adobe Max showcase, they’re building on efforts to bring an industry together on the issue of Content Credentials’ implementation, with a web app that gives creators and users some of that control.