Publicis Groupe joins human vs. AI content verification initiative C2PA

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by Jacob Solomon Jun 5, 2023 News
Publicis Groupe joins human vs. AI content verification initiative C2PA

Publicis Groupe is a global marketing and communications company.

Publicis Groupe is one of the big four agencies. Adobe, Intel, Microsoft and other firms are founding members of the steering committee.

What makes us care? Following the release of new models,rative artificial intelligence products have flooded the market. Content creators and the companies that employ them are concerned that generative artificial intelligence will use assets that were created by humans. This could expose brands and other organizations that use protected intellectual property without knowing it, and compromises the business model for publishers and agencies.

The content is authentic. It was launched in 2020. It wants to build a framework for verification of human-made assets and the provenance of assets used by artificial intelligence.

The C2PA Specification is used to verify original content. Future users can refer to these assets as they see fit. An image shot by a photographer will be listed as an original source, followed by a publisher who paid for the image to be used.

Assets that don't have a provenance will be exposed if this framework is adopted widely.

The C2PA helps protect that valuable intellectual property and ensures authentic creative visions are brought to completion, according to a company statement. People can be reassured that the content they are viewing is original and straight from the source.

Responsible use of technology Major content, communications and tech companies are working together to set standards for responsible use of artificial intelligence. The steering committee members have created their own tools.

A portfolio of tools was created by Publicis Groupe. Firefly is a suite of generative artificial intelligence tools for content creation.

The Adobe-led Content Authenticity Initiative is one of the partner organizations that C2PA has joined.

B2B marketers can use artificial intelligence.

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