Publicis Groupe joins human vs. AI content material verification initiative C2PA | MarTech

World advertising and communications firm Publicis Groupe introduced it would be part of the Coalition for Content material Provenance and Authenticity (C2PA), an initiative geared toward offering a framework for authenticating human-produced content material.

Publicis Groupe, one of many “big four” company firms, will function a Steering Committee member for C2PA. Steering Committee founding members embody Adobe, BBC, Intel, Microsoft and different media and tech companies.

Why we care. Generative AI products and features have flooded the market this yr following OpenAI’s launch of latest ChatGPT fashions. Content material creators and the businesses that make use of them are involved that generative AI will use property created by people with out attribution or compensation. This compromises the enterprise mannequin for publishers and companies whereas probably exposing manufacturers and different organizations that use content material to legal responsibility when utilizing protected mental property with out understanding it.

Content material authenticity. The C2PA was launched in 2020. Its goal is to construct and standardize a framework for content material verification of human-made property and authenticating the provenance of property utilized by AI.

The group efficiently applied the C2PA Specification, which verifies authentic content material corresponding to images, video and audio. These property keep a provenance hooked up to them to which future customers can refer. For example, a picture shot by a contract photographer will likely be listed as an authentic supply, adopted by a writer like The New York Occasions, who paid for the picture’s use.

This framework, if adopted broadly all through the content material provide chain, will expose these property that don’t have a verifiable provenance.

“The C2PA’s efforts help protect that invaluable IP and ensure authentic creative visions are brought to completion — and verified along the way,” mentioned Carla Serrano, Chief Technique Officer, Publicis Groupe, in an organization assertion. “And people can feel confident knowing that the content they’re viewing is unique, original and straight from the source.”

Accountable AI use. Participation in C2PA indicators an effort by main content material, communications and tech firms to set requirements for accountable AI use. Lots of the Steering Committee members have created AI instruments of their very own.

Publicis Groupe created a portfolio of instruments, together with Marcel, an inside custom-made AI platform utilized by its 98,000 staff. And earlier this yr, Adobe introduced Firefly, a collection of generative AI instruments for content material creation.

C2PA has additionally joined forces with different associate organizations, together with the Microsoft and BBC-led Challenge Origin Alliance and the Adobe-led Content material Authenticity Initiative (CAI).

Dig deeper: 3 ways B2B marketers can use generative AI