April 18, 2023
TIPA, the Technical Image Press Association, has announced that it has joined the global coalition of leading tech and media companies, camera manufacturers, news publishers, creative professionals, and researchers in the aim of making content more trustworthy and transparent wherever it may be used.
TIPA’s joining comes at a critical time when content has become easier to manipulate and determining what is authentic becomes more challenging. Generative AI has begun to show up more and more as both a creative opportunity and a potential threat that poses the need to restore trust in what appears online.
According to a release from the CAI: “At the Adobe Summit last month, Adobe’s new generative AI model, Firefly, was announced, and along with it our commitment to leveraging CAI’s Content Credentials to bring transparency to generative AI outputs. Every asset produced with Firefly has embedded a Content Credential indicating the model used and its version. This is significant—it not only builds on our mission to ensure tools like Firefly are used responsibly, but also gives viewers of this content important context to understand what they’re seeing or hearing, enabling them to make trust decisions when necessary.
“In addition, to ensure creators have more control over their work, they can use CAI provenance technology and attach “Do Not Train” credentials that travel with their content wherever it goes. With industry adoption, this will prevent AI developers from training on content with “Do Not Train” credentials. With this universal standard now published in the latest C2PA technical specification, we believe this will be adopted quickly across industry.”
Said Thomas Gerwers, Chairman of TIPA, “”The Technical Image Presse Association became a member of the Content Authenticity Initiative because it has never been more important than today to be able to rely on the origin and authenticity of digital content.” For more on the CAI initiative please visit: https://contentauthenticity.org
About TIPA
The Technical Image Press Association (TIPA) is an organization comprised of editors and representatives of photographic magazines and online publications from North America, Europe, Asia, and Australia, as well as individual imaging and technology expert members. Spanning the consumer, professional, and trade sectors, each member is dedicated to bringing the message of the joy of photography as well as providing technical, business, and industry news and information to their readers.