Adobe, on Tuesday, introduced a new free web app - Adobe Content Authenticity that has been developed to help creators protect and receive attribution for their work with Content Credentials. According to the software giant, Content Credentials are like nutrition labels, but for digital content. They serve as secure metadata that any user can attach to their work to share details about themselves and provide context about how their content was created. Ever since the founding of the Content Authenticity Initiative in 2019, Adobe has been working towards its widespread adoption as the industry standard for transparency in digital content which is now supported by over 3,700 members. At a time when AI-generated deepfakes are proliferating, Content Credentials have emerged as a valuable tool for publishers enabling them to provide key information about digital content. "Adobe is committed to responsible innovation centred on the needs and interests of creators. Adobe Content Authenticity is a powerful new web application that helps creators protect and get recognition for their work,” said Scott Belsky, Chief Strategy Officer and Executive Vice President, Design & Emerging Products at Adobe. With the web app, Adobe is offering the full potential of Content Credentials, allowing creators to protect their work from potential misuse and build a more trustworthy and transparent digital ecosystem for everyone. “By offering creators a simple, free and easy way to attach Content Credentials to what they create, we are helping them preserve the integrity of their work, while enabling a new era of transparency and trust online. The Adobe Content Authenticity web app will not only benefit creators but also help consumers navigate the digital ecosystem with greater clarity,” added Belsky. The Content Authenticity app allows creators to attach Content Credentials to their digital work. The app comes integrated with Adobe Creative Cloud apps like LightRoom and Photoshop. Moreover, creators can customise credentials, control generative AI training preferences and use tools to inspect content provenance. When asked what challenges does the company foresee in encouraging the industry-wide adoption of Content Credentials, Andy Parsons, Senior Director of the Content Authenticity Initiative, Adobe, said that the approach to encouraging adoption by AI companies is to emphasise that creators contributing to AI models want control. “From my discussions with these companies, it's clear they understand the issue but are waiting to see what governments, including India, will do. It's a mix of educating them on why this matters and pushing for legislation to act as a catalyst. I believe giving creators control over their work will ultimately prevail. While progress is slower than I’d like, we are making strides, with new AI companies doing extraordinary things with video, audio, and images each week," Parsons told indianexpress.com. When it comes to availability, the Adobe Content Authenticity web app will be available in Q1 2025. A free beta of the Content Authenticity extension for Google Chrome is available starting today.
