Today, more than ever before, it’s getting increasingly difficult to tell if any particular piece of media is real or fake. The explosive rise of synthetic media – particularly with lifelike and accessible tools like Reface – has made this task even taller.
In the digital age, we put a lot of trust in creators. This trust is built on the assumption that creators would be accountable for the authenticity of the content. We hope they would be respectful in their digital expression and always choose to put their name on each media piece.
Yet what if we cannot tell to whom the content belongs the moment we spot it online? And even more, we would not be aware of whether this piece of media is synthetically modified. Whether the voice or the image was changed and what tools were used to edit it.
To help get attribution of the content and exercise the power of trust, we must provide tools to mark the content with the information on its origin.
Content Authenticity Initiative (CAI)
One of the most exciting initiatives rising to meet this challenge is the Content Authenticity Initiative (CAI). It was launched in November 2019 by Adobe, The New York Times Company and Twitter to promote an industry standard for content attribution. The coalition believes that addressing content authenticity to empower consumers is a shared responsibility among creators, technology and media companies, and that joining forces will accelerate progress.
“We are excited to welcome Reface to the Content Authenticity Initiative. This reinforces the importance of digital provenance and authenticity across the ecosystem of synthetic media, where Reface is a pioneer. I look forward to collaborating with the Reface team in our united mission of transparency for creators and consumers.” – stated Andy Parsons, Director of the Content Authenticity Initiative
The initiative’s goals fit well with Reface’s vision to create a safe and secure digital playground for personalized content. We want to work with all of our stakeholders – users, rights holders, content creators – so that their needs, especially in terms of security, privacy, attribution and ownership are protected and ensured.
We are thrilled to join the Content Authenticity Initiative and help shape the future of media transparency.
- As a member of CAI, Reface is proactively involved in discussing what technical approaches can make the digital ecosystem more transparent and safe for creators and users. We look forward to collaborating on new standards for labeling and verifying digital content, including synthetic media.
- Reface will have an opportunity to work together on a prototype that integrates the CAI framework to create media that is traceable, transparent and open.
- Reface will also collaborate to join the Coalition for Content Provenance and Authenticity (C2PA). This year, the group plans to develop an open standard for certifying the source and history (or provenance) of synthetic media.
We believe, that it’s becoming more and more of an imperative to equip people, businesses, governments and media consumers in general with the tools and awareness to have trust in the information and materials they encounter online.