The Content Authenticity Initiative

Back in July of 2019, a small design team at Adobe began to mull over an abstract and existential question: The world we live in is one where deepfake technology exists and keeps getting better. How do we want to shape its future?

After a deep dive into the space, the creation of my very own deepfake of Scott Belsky (!), months of iterative strategy and storytelling efforts, and many collaborations later, Adobe announced the Content Authenticity Initiative.

Along with The New York Times Company and Twitter, we're developing an industry standard for digital content attribution. We believe that the ability to provide proper content attribution for creators and publishers is critical to ensure trust and transparency online; that creating a long-term solution is a shared responsibility among creators, technology, and media companies; and that joining forces will accelerate our progress.

Keynote: https://www.youtube.com/watch?v=66t7SjZnglk

Press release: https://news.adobe.com/press-release/corporate/adobe-new-york-times-company-and-twitter-announce-content-authenticity