Publicis Groupe Joins AI Standards and Transparency Initiative C2PA

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by Anna Munhin Jun 5, 2023 News
Publicis Groupe Joins AI Standards and Transparency Initiative C2PA

Publicis Groupe is the first advertising holding company to join the coalition of content provenance authenticity.

The use of artificial intelligence accelerated its use as a content production tool, which led to the creation of the C2PA. As a result, there is a demand for more responsible use of technology in the content space.

The Coalition was founded with a mission to build and standardize a future framework for content verification and protect the authenticity and provenance of artificial intelligence assets for creators, brands, and consumers.

Six years ago, Publicis introduced its internal platform to help connect the needs of both clients and its 98,000 employees, and has been at the forefront of artificial intelligence ever since.

The risk of bad actors compromising a creator's authentic vision and creation is something Publicis Groupe cannot afford. The C2PA helps protect that valuable intellectual property and ensures authentic creative visions are brought to fruition. People can feel confident that the content they are viewing is original and original from the source.

The C2 PA Specification has been produced in the last three years. To safeguard and verify original content, that is made up of various specifications and documents.

Andrew Jenks said that Publicis would bring a deep experience in branding and marketing that would support and contribute to the core mission of establishing trust across all online media. He said that it would help to scale the specification.

Arthur Sadoun, the CEO of Publicis, told Adweek in February that he only wanted to see platforms like chat GTP used for fun rather than for client work.

He said that if you put artificial intelligence at the side of marketing, you will win, and if you replace marketing with artificial intelligence, you will lose.

He spoke more about the value that was brought to Publicis by the introduction of Marcel.

Rival advertising agency networks have been working harder on developing artificial intelligence initiatives. In March, Omnicom and Microsoft Advertising announced plans to establish a global creative exchange to allow its agencies to simplify the process of developing digital advertising content, as well as a deal with tech giant Nvidia to develop an ad- producing content engine.