Cloudinary Implements C2PA Standard for Content Provenance and Authenticity
02 Julio 2024 - 8:10AM
Business Wire
Standard Support Underscores Company’s
Commitment to Transparency and Trust in Digital Images and
Videos
Cloudinary, the image and video technology platform that powers
many of the world’s top brands, now supports adding signed
provenance metadata in compliance with the Coalition for Content
Provenance and Authenticity (C2PA) and its Content Credentials
specification, a standard for embedding secure, tamper-evident
metadata in media files. Cloudinary is working to implement the
standard with select enterprise customers including Dow Jones. A
trusted leader in image and video management, Cloudinary is
committed to helping advance the coalition’s mission to increase
digital media transparency and fight fake and altered media,
especially as AI-generated content becomes more prevalent.
The C2PA promotes a healthy digital ecosystem through the
development of technical standards for certifying the source and
history (or provenance) of media content. C2PA unifies the efforts
of the Content Authenticity Initiative (CAI) which focuses on
systems to provide context and history for digital media, and
Project Origin, a Microsoft- and BBC-led initiative that tackles
disinformation in the digital news ecosystem. Cloudinary’s standard
support is part of a growing C2PA movement which includes leading
organizations from all over the world, including Canon, Google,
Intel, Meta, Microsoft, OpenAI, and Publicis Groupe.
“With the advent of AI and generative AI, it's getting harder
and harder to distinguish fact from fiction,” said Clarence Kwei,
SVP of Consumer Technology at Dow Jones. “Authentic storytelling
through digital content provenance is paramount – now more than
ever. Determined in our dedication to protect the credibility and
quality of our news and visual content, we are pleased to be
working with leading visual media technology vendors like
Cloudinary to help create a more transparent digital ecosystem and
protect viewers against manipulated and deceptive online
media.”
Longstanding commitment to trust and transparency
Leveraging the power of AI across its platform and solutions
since its inception in 2012, Cloudinary’s commitment to digital
trust and transparency has run parallel with its commitment to
innovate with the latest tools. In 2020 Cloudinary joined the CAI,
a community of media and tech companies, NGOs, academics, and
others working to promote adoption of an open industry standard for
content authenticity and provenance. In 2023, Cloudinary started
implementing the C2PA’s Content Credentials specification. Earlier
this year, Cloudinary opened a beta Content Credentials program
with select customers, who are playing a critical role in helping
the company develop new features that leverage the specification to
meet customer needs and use cases.
“C2PA is advancing shared standards to deliver more transparency
in the world of AI-generated images and videos,” said Tal Lev-Ami,
CTO at Cloudinary. “This work is a vital 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."
About Cloudinary
Cloudinary is the image and video technology platform that
enables the world’s most engaging brands to deliver transformative
visual experiences at global scale. More than two million users and
10,000 customers, including Apartment Therapy, Bleacher Report,
Bombas, Grubhub, NBC, Mediavine, Minted, Paul Smith, and Peloton,
rely on Cloudinary to bring their campaigns, apps, and sites to
life. With the world’s most powerful image and video APIs backed by
industry-leading artificial intelligence and patented technology,
Cloudinary offers a single source of truth for brands to manage,
transform, optimize, and deliver visual experiences at scale. As a
result, the most engaging brands across all industries are seeing
up to a 203% ROI using Cloudinary with benefits including faster
time to market, higher user satisfaction and increased engagement
and conversions. For more information, visit
www.cloudinary.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240702862982/en/
Juli Greenwood Senior Director, Global Communications Cloudinary
juli@cloudinary.com