Standard Support Underscores Company’s Commitment to Transparency and Trust in Digital Images and Videos

Cloudinary, a leading image and video technology platform, is excited to announce its support for the Coalition for Content Provenance and Authenticity (C2PA) and its Content Credentials specification. This new capability will help ensure the authenticity and transparency of digital media as AI-generated content becomes increasingly common. Cloudinary is working with select enterprise customers, including Dow Jones, to implement this standard and advance the mission of C2PA.

What is C2PA and Content Credentials?

• C2PA: Coalition for Content Provenance and Authenticity, a standard-setting organization for digital media transparency.
• Content Credentials Specification: A standard for embedding secure, tamper-evident metadata in media files.
• Goals of C2PA:
  • Certify the source and history (provenance) of media content.
  • Unite efforts of initiatives like the Content Authenticity Initiative (CAI) and Project Origin.
  • Address challenges posed by AI-generated content and digital media manipulation.

Cloudinary’s Role in C2PA:

• New Support: Cloudinary supports adding signed provenance metadata in compliance with the C2PA standard.
• Enterprise Collaboration: Working with select customers, including Dow Jones, to implement Content Credentials.
• Commitment: Cloudinary aims to advance digital media transparency and fight fake and altered media.

Importance of Provenance Metadata:

• Digital Ecosystem: Promotes a healthier digital environment through certified media provenance.
• AI and Media: Addresses challenges of distinguishing authentic media from AI-generated or manipulated content.
• Trust and Transparency: Essential for maintaining credibility in digital media and combating misinformation.

Statements from Key Figures:

• Clarence Kwei, SVP of Consumer Technology at Dow Jones: Emphasizes the importance of authentic storytelling and collaboration with Cloudinary for a transparent digital ecosystem.
• Tal Lev-Ami, CTO at Cloudinary: Highlights Cloudinary’s commitment to building trust in digital media through C2PA standards and Content Credentials.

Cloudinary’s Ongoing Efforts:

• Historical Commitment: Cloudinary’s dedication to trust and transparency since its inception in 2012.
• CAI Membership: Joined the Content Authenticity Initiative in 2020 to promote content authenticity and provenance.
• Beta Program: Launched a beta Content Credentials program in 2023 to develop features based on customer feedback.

Cloudinary’s support for the C2PA’s Content Credentials specification marks a significant step forward in the fight against fake and altered media. By collaborating with leading organizations like Dow Jones and implementing this standard, Cloudinary is committed to enhancing digital media transparency and trust, especially in the age of AI-generated content.