Google joins coalition to bring greater content transparency in the age of AI

Google is expected to join them in further developing this technical standard. The company is also actively exploring how to incorporate Content Credentials into its products and services.

“At Google, a critical part of our responsible approach to AI involves working with others in the industry to help increase transparency around digital content. This is why we are excited to join the committee and incorporate the latest version of the C2PA standard. It builds on our work in this space – including Google DeepMind’s SynthID, Search’s About this Image, and YouTube’s labels denoting content that is altered or synthetic –– to provide important context to people, helping them make more informed decisions,” said Laurie Richardson, VP of Trust and Safety at Google, in a press statement.

Google also owns YouTube and the company’s participation in the coalition could also help increase broader awareness about content credentials and how they can be used to understand content and increase trust in the digital ecosystem as a whole.

“It is more important than ever to have a transparent approach to digital content that empowers people to make decisions. The C2PA standards are undoubtedly leading the charge in this endeavor, and we’re thrilled with the growth and adoption. Google’s membership is an important validation for the C2PA’s approach. We encourage others to join us in expanding the use of Content Credentials and contributing to the creation of a safer, more transparent digital ecosystem,” added Andrew Jenks, C2PA Chair.