icis Groupe joins C2PA, the initiative for human-versus-AI content verification.

Publicis Groupe, a global marketing and communication company, announced that it would join the Coalition for Content Provenance and Authenticity. This initiative aims to provide a framework for authenticating content produced by humans.

Publicis Groupe will be a member of C2PA’s Steering Committee. Publicis Groupe is one of the four “big” agencies. Adobe, BBC Intel, Microsoft, and other media and technology firms are among the founding members of the Steering Committee.

Why do we care? The market is flooded with products and features that are based on generative AI. This year, following the release of OpenAI’s new ChatGPT models, a plethora of generative AI-based products have been released. The companies who employ content creators are worried that generative AI could use assets that were created by humans, without compensation or attribution. This could compromise the business models of publishers and agencies, while exposing brands or other organizations who use content to potential liability when they use protected intellectual property.

Content Authenticity. C2PA launched in 2020. The C2PA aims to standardize and build a framework that allows for the content verification and authentication of AI-generated assets.

The organization has successfully implemented the C2PA Specification which verifies content original such as audio, video, and photos. The assets have a provenance that future users can reference. As an example, a photographer who shot the original image will be listed, followed by The New York Times as the publisher that paid for its use.

If this framework is widely adopted throughout the entire content supply chain, it will reveal assets without a verifiable source.

In a statement, Carla Serrano said that the C2PA helps protect this valuable IP, and ensures authentic creative visions and ideas are brought to completion – and verified along with them. “And the people can be confident that the content is original, unique and straight from source,” said Carla Serrano, Chief Strategy Officer at Publicis Groupe.

Responsible AI Use. C2PA participation signals an effort from major content, communication and tech companies in setting standards for responsible AI usage. Many members of the Steering Committee have developed their own AI tools.

Publicis Groupe has created a range of tools including Marcel, a custom-made AI tool used by 98,000 employees. Adobe launched Firefly earlier this year. It is a set of AI-based tools that allows content creators to create new material.

C2PA also joined forces other partner organisations, such as the Microsoft-led Project Origin Alliance (POA) and the Adobe led Content Authenticity Initiative CAI.

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