Cloudinary has announced its support for the Coalition for Content Provenance and Authenticity (C2PA) standard, which includes the addition of signed provenance metadata in accordance with the C2PA Content Credentials specification.
The company aims to increase transparency in digital media and combat the spread of fake and altered media, particularly due to the growing use of AI-generated content. Cloudinary is working with select enterprise customers, including Dow Jones, to implement the standard.
Clarence Kwei, senior vice president of Consumer Technology at Dow Jones, stressed the importance of authentic storytelling through the provenance of digital content. “With the advent of AI and generative AI, it’s becoming increasingly difficult to separate fact from fiction,” Kwei said.
“Authentic storytelling through digital content provenance is more important than ever. Committed to protecting the credibility and quality of our news and visual content, we are pleased to work with leading visual media technology providers like Cloudinary to help create a more transparent digital ecosystem and protect viewers from manipulated and misleading online media,” said Kwei.
C2PA is dedicated to developing technical standards to certify the source and history of media content. It unifies the efforts of the Content Authenticity Initiative (CAI), which focuses on providing context and history for digital media, and Project Origin, led by Microsoft and the BBC, which tackles misinformation in the digital news ecosystem. Cloudinary’s support for these standards is part of a broader movement that includes major organizations such as Canon, Google, Intel, Meta, Microsoft, OpenAI, and Publicis Groupe.
Tal Lev-Ami, Cloudinary’s CTO, emphasized the importance of advancing common standards to create more transparency in the rapidly evolving landscape of AI-generated media. “C2PA is advancing common standards to create more transparency in the world of AI-generated images and videos,” said Lev-Ami. “This work is a critical part of building trust in the authenticity of the images and videos people consume online, and we look forward to supporting the coalition’s efforts.”
Since its founding in 2012, Cloudinary has maintained its commitment to digital trust and transparency while continuing to innovate. The company joined the CAI in 2020, working alongside media and technology companies, NGOs, academics, and others to promote the adoption of an open industry standard for content authenticity and provenance. In 2023, Cloudinary began implementing the C2PA Content Credentials specification, opening a Content Credentials Beta program with select customers to develop new features that address a variety of needs and use cases.
The growing prevalence of AI-generated content has made ensuring the authenticity of digital media crucial. Through initiatives like C2PA and partnerships with organizations like Dow Jones, Cloudinary is working to create a more transparent and trustworthy digital environment. The company’s efforts are part of a global movement to improve media integrity and guard against the proliferation of manipulated content.