Security News > 2024 > May > Combatting Deepfakes in Australia: Content Credentials is the Start

There is growing consensus on how to address the challenge of deepfakes in media and businesses, generated through technologies such as AI. Earlier this year, Google announced that it was joining the Coalition for Content Provenance and Authenticity as a steering committee member - other organisations in the C2PA include OpenAI, Adobe, Microsoft, AWS and the RIAA. With growing concern about AI misinformation and deepfakes, IT professionals will want to pay close attention to the work of this body, and particularly Content Credentials, as the industry formalises standards governing how visual and video data is managed.

Content Credentials are a form of digital metadata that creators can attach to their content to ensure proper recognition and promote transparency.

This tamper-evident metadata includes information about the creator and the creative process that is embedded directly into the content at the time of export or download. Content Credentials have the best chance of arriving at a globally standardised and agreed-on way of labelling content yet, thanks to the weight of the companies behind the concept.

Content Credentials are the best chance of forming standards that will combat deepfakes.

For this reason, IT professionals and others working with AI for content generation will want to understand Content Credentials in the same way that Web developers understand security, SEO and the standards that are expected to protect content from being flagged.

Implementing Content Credentials: First and foremost, the IT pros need to make sure their organisation actively adopts and integrates Content Credentials into workflows to ensure content authenticity and traceability.

News URL

https://www.techrepublic.com/article/combatting-deepfakes-australia/