With artificial intelligence-generated content increasingly flooding the web, it’s becoming vital for creators to prove that humans genuinely do their work. In response, Adobe has introduced a new system to help content creators do just that. On Tuesday, Adobe announced the upcoming release of its Content Authenticity web app, scheduled for a beta launch in early 2025. This tool will allow creators to verify their works as human-made, assuring artists and consumers.
Adobe is also rolling out a Content Authenticity browser extension for Chrome to offer protection before the full release. This extension will help creators certify the authenticity of their content while ensuring that their work can be traced back to its human origins.
Adobe’s advanced digital watermarking system
Adobe’s new digital watermarking system is based on a combination of digital fingerprinting, watermarking, and cryptographic metadata. These features work together to guarantee the authenticity of images, videos, and audio files. Unlike traditional metadata, which can easily be removed with simple screenshots or edits, Adobe’s system remains intact even when attempts strip away the creator’s credentials. This advanced technology allows the company to track the origins of a file no matter where it goes on the internet, whether it’s shared on websites or mobile devices.
Adobe’s Senior Director of Content Authenticity, Andy Parsons, explained in an interview, “We can now say that wherever an image, video, or audio file travels across the web or mobile devices, its content credential will always be attached.” This ensures the creator is recognised and credited for their work, even if the content is widely shared.
Public availability of tools and partnerships
Adobe’s content authentication tools will be accessible to everyone, whether you’re one of the company’s 33 million paying subscribers or just a regular user of its Firefly services. The Chrome extension and a feature called the Inspect tool will be part of the Content Authenticity package. “These tools will allow you to identify and display the content credentials attached to any file you come across on the web,” Parsons said. This means you can quickly check who created the content and who should receive credit for it.
This initiative is part of Adobe’s broader mission to build trust through transparency in digital content. The company has taken significant steps towards this goal by establishing two key industry groups: the Content Authenticity Initiative (CAI) and the Coalition for Content Provenance and Authenticity (C2PA). These groups are dedicated to promoting Adobe’s Content Authenticity tools across the industry.
So far, more than 2,000 signatories have joined the initiative, including major players in various fields. Nearly every major camera manufacturer and AI leader, like Microsoft and OpenAI, have signed up. Social media giants such as TikTok, Instagram, and Facebook have also shown their support, further cementing the importance of transparency in content creation.
With these developments, Adobe sets the stage for a future where creators can easily prove their work is human-made and ensure they get the recognition they deserve, even as AI-generated content becomes more prevalent.
