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Where did this photo come from, who created it, and what happened to it along the way?
Those are the questions which C2PA is seeking to provide an answer to for all digital content.
In a world increasing filled with AI generated content and deepfakes, knowing exactly where the content originated, who created it and if and how it may have been edited is a huge step forward for us being able to tell what is real or not.
Think of it as a nutrition label for digital content. The creator decides to provide transparency about the content they produce, and you, the viewer, then decide to trust that creator.
This issue of AI generated content impersonating and being indistinguishable from real content is an internet wide problem.
InReality joined C2PA to team up with the biggest tech players already working on this problem.
C2PA is a brilliant start, and InReality are supporting its adoption by expanding the technology capability to add further security, identity data and easy verification. There are three main aspects:
When content authenticity information is captured, there is the possibility that a creator could lie. They could use software to alter imagery after the content is created and then sign using C2PA at that point. Meaning that whilst you as the viewer can see where the content has come from, if the original input has been manipulated along the way then authenticity of course comes into question.
Whilst this is only an issue with adversarial actors, it provides a small loophole which we close to ensure we can guarantee authenticity.
InReality provides the objective technology to support entirely real and authentic content throughout it's whole journey to your screen. We cryptographically sign content at creation, at the source, and are aware from creation if it has been manipulated or altered in any form. Even a simple crop or colour adjustment we know about and record.
So we've signed the content, what next? To be able to view C2PA data we currently need to upload the content to a online viewer to check it, or use a browser add on. However wouldn't it be great if the content simply showed that the content is real without you, as the viewer, having to take another step?
That's what we're building! We're building the infrastructure for platforms, like news organisations, social media platforms and other media sites to automatically show their viewers that the content is real.
Simple, easy verification which means that each of us, as individuals, don't have to manually check each piece of content.
C2PA focuses on the process which created data. There have been multiple changes to the standard recently and with Version 2.0, identity data is no longer included in C2PA data capture. Meaning that it can display what created data, but not who.
CAWG is another open standard which layers on top of C2PA to add identity data. InReality implements both these standards when signing content, meaning we can sign the content showing it is real and who created it.
