From the creator economy to the meaning economy: co-creating standards for content collaboration in the age of AI

This breakout session aims to bring creators and distributors together in a two-way conversation and sharing of perspectives. Our goal is to co-create guiding principles and best practices for trust, transparency, and equity in content production in the era of AI that individuals can bring back to their own organizations or work processes. A series of presentations by session leads will be followed by group discussions and a readout.

What we’re covering

• In an era of generative AI disruption, how can creators and agency distributors co-design systems that work in the interest of both parties?
• Why and how can creators and agency distributors build authenticity and transparency into their work and build trust with audiences?
• What does an ideal standard look like for creative collaboration between a creator/producer and agency?
• Recommended reading: “Reimagining the artist’s signature so creative people can thrive—even as AI content explodes”

Extending trust: exploring creator identity assertions in digital content

This breakout session will explore the work of the Creator Assertions Working Group (CAWG), an initiative that builds on the foundation laid by the Coalition for Content Provenance and Authenticity (C2PA). As digital content continues to proliferate, there is a growing need for creators to express their intent and identity in verifiable, structured ways. CAWG is developing additional assertions that help creators—whether individuals or organizations—communicate important contextual and provenance information about their work.

Attendees will gain insights into the CAWG and C2PA data models, learn about the concept of identity claims aggregators, and get a preview of proposals to standardize media industry identifiers. This session will also engage the audience in a collaborative discussion on identifying emerging creator groups and the types of credentials they may require for content authentication.

What we’re covering

• Overview of the C2PA framework and how CAWG builds upon it
• Introduction to the CAWG data model and its goals
• What is an identity claims aggregator and why does it matter?
• Brief preview of the media industry identifier proposal
• Interactive discussion: Who are the next wave of content creators and what credentials will support their authenticity?

Attendees interested in deeper technical and implementation details are encouraged to join Part 2 of the news media breakout sessions from 3:45-5:15, Content Credentials in News Workflows: Complex, Multi-Stage Deployments. This follow-up session will focus on how Content Credentials may be integrated into real-world newsroom environments, highlighting challenges and solutions in multi-stage editorial and production workflows. It’s a valuable opportunity to see how the concepts introduced in this session are being applied at scale.

Part 1

The provenance standardization landscape

This session will offer an overview of the evolving standards work in content provenance, with an analysis of some key related standards such as AI Controls (also known as “opt-out”). It will also explore the work of the World Standards Collaboration on AI Multimedia and Authenticity. Participants will gain insight into how these standards intersect and where the field is headed.

What we’re covering

• Overview of standards work in Content Provenance
• Analysis of some key related standards, such as AI Controls (aka opt-out)
• A look at the work of the World Standards Collaboration on AI Multimedia & Authenticity

Part 2

Conformance

The C2PA Conformance Program is a framework for ensuring that devices and systems implementing C2PA do so correctly and interoperably. It provides a clear, well documented path to inclusion on a Conforming Products List and for certificate provisioning. Join us to understand the value of Conformance and learn how to participate in the program as the C2PA ecosystem enters its next phase of rigor and adoption.

What we’re covering

• Overview of the new C2PA Conformance Program
• Why participate? How to participate?
• Security levels of assurance and cost models
• Where we are now and where this is going

Part 1

Building trust: an overview of provenance and the global policy landscape

As generative technologies challenge the boundaries of truth and trust, this session will examine the policy, legal, and institutional frameworks needed to safeguard authenticity. Participants will identify critical gaps, explore legislative and regulatory solutions, and consider strategies to enhance public awareness and engagement. Through a focus on civic and public sector priorities, the session aims to surface actionable opportunities to strengthen transparency and accountability in the information ecosystem.

Part 2

Protecting privacy in developing and deploying Content Credentials

This session will describe the Harm Modelling process carried out by WITNESS, a human rights non-profit organization, highlighting key privacy concerns that emerged and how they are or could be addressed in the C2PA specification and the accompanying guiding documents. Participants will be invited to comment on the current situation, and raise any other privacy concerns that they may have, including if there are specific aspects of the spec that should be reviewed more closely.

They will then be invited to brainstorm solutions or responses that could help inform changes to the spec, UX guidance, general media literacy, or other elements.

What we’re covering

• Introduction to human rights angle of the C2PA: what are the use cases of C2PA for human rights, e.g.: legal evidence, journalistic credibility, etc.
• Introduction to Threats and Harms C2PA Taskforce and an overview of the harm assessment: This would include the rationale, the process and general results of the Harms Modelling document.
• Overview and discussion of privacy in the Technical Specifications (as laid out in the matrix of harms and the security considerations document). Ie: Specific privacy concerns identified (e.g.: Journalistic Freedom or Augmented Surveillance) and how it is currently being addressed.
• Overview and discussion of privacy and content creator control of data in UX (as laid out in UX guidance).
• Beyond the technical specifications: Discussion on how to protect privacy in C2PA implementations (via regulation and post standardization).

Part 1

Open-source in action: learn how to get started and see real-world uses of Content Credentials

The Content Authenticity Initiative’s free, open-source tools offer a flexible and scalable solution for integrating C2PA Content Credentials into hardware and software products. Since the toolkit’s launch in June 2021, the SDK has been adopted by cameras, platforms, and services.

In this session, experts will share common use cases and insights from real-world implementations. There will also be a Q&A, so bring your questions and join the conversation.

Part 2

Implementation challenges and opportunities

This interactive session will informally map the spectrum of industries where Content Credentials are proving valuable. We’ll highlight sectors with strong adoption, identify those that are lagging or facing barriers, and explore what’s needed across the ecosystem to help overcome those blockers.

What we’re covering

• How do we supercharge Content Credentials across the ecosystem?
• What do potential implementers need and how do we service them?
• What are the blockers and what will help unlock implementation?

Maintaining trust, accuracy and efficiency, at scale, with independent, yet interrelated news organizations requires ongoing innovation and agreements. This is the work that the International Press Telecommunications Council undertakes. C2PA was co-founded by news organizations (Project Origin, now the IPTC Media Provenance Committee). In this two-part breakout session, we will share what we have learned about workflows and audience impact. The options for confirming and asserting publisher identity will also be discussed. Feature gaps and the future roadmap will be workshopped.

Part 1

Content Credentials in the newsroom: state of the union and getting started

What we’re covering

• C2PA for news
  • Why the news industry needs C2PA
  • Making the case: BBC Research into Audience attitudes to Content Credentials
  • Project Reynir, bringing C2PA to the Norwegian media ecosystem
• Signing as a new publisher
  • IPTC Media Provenance Committee and Verified News Publishers List
  • Getting a publisher certificate and start signing your content
  • How to join us

Discussion prompts:

• Who are we? Vendors, publishers, content creators / freelancers, news consumers. Who else?
• Who’s asked a vendor for C2PA support? What about publisher certificates?
• How far have people got in their C2PA journeys?

Part 2

Content Credentials in news workflows: complex, multi-stage deployments

What we’re covering

• Known Unknowns - Gaps that are beings addressed.
• Identity Assertions, a possible approach to signed media with Eric Scouten, identity standards architect for the Content Authenticity Initiative at Adobe. Scouten co-chairs the Creator Assertions Working Group, which defines how individuals and organizations can contribute metadata and identity to the C2PA ecosystem.
  • “ACA Inspect” with Verified News Publisher content
• Discussions on metadata and UX
  • UX guidelines for news media
  • Standardized publisher metadata elements including copyright, AI declaration, people, places etc.
  • Redaction and protecting sources
• Discussions on newsroom workflows
  • C2PA touchpoints in newsroom workflows
  • Vendor ecosystem, open source software stack etc
  • CDNs, distribution platforms, transcoding etc

Discussion prompts:

• Who’s asked a vendor for CAWG support? What about publisher certificates?
• Do we need it in all claim generators? Or just at publication / handoff boundaries?

Part 1

What makes Content Credentials durable

Content Credentials combine secure metadata, invisible watermarking, and fingerprinting technology to offer the most comprehensive solution available for expressing content provenance for images, audio, and video. This session aims to raise awareness about what makes Content Credentials durable, and their current capabilities. We’ll explore best practices to implementation, common barriers to adoption, and the key challenges related to interoperability.

What we’re covering

• Raise awareness of durability and current capabilities. Challenges in adopting durable credentials - how the tech works, what is available, best practices, what the barriers to adoption are.
• Challenges of interoperability for durable credentials.
• Attendees: mix of implementers and potential customers.

Part 2

Prototyping C2PA on AWS with Sinclair Broadcasting and CBC/Radio-Canada

This session explores the significance of provenance metadata, the C2PA manifest structure, and practical guidance for broadcasters and content publishers. Despite the availability of open-source tools for creating and verifying C2PA manifests, integrating these tools into workflows has been challenging for many broadcasters. To address this, Sinclair Broadcasting collaborated with Amazon Web Services (AWS) to develop easy-to-deploy C2PA solutions using Docker containers and serverless technologies, accessible via REST APIs. Followed by subsequent work with CBC/Radio-Canada that evolved these tools into a complete end-to-end workflow with a user-friendly interface for C2PA implementation on AWS. These solutions help Sinclair and CBC/Radio-Canada document the use of generative AI, demonstrate asset authenticity, and track rights throughout the digital supply chain. AWS has released this solution as open source, enabling other broadcasters to integrate C2PA into their workflows. Join us to learn practical approaches for integrating these open-source provenance solutions into your own broadcasting workflows.

These solutions help Sinclair and CBC document the use of generative AI, demonstrate asset authenticity, and track rights throughout the digital supply chain. AWS has released this solution as open source, enabling other broadcasters to integrate C2PA into their workflows. Join us to learn practical approaches for integrating these open-source provenance solutions into your own broadcasting workflows.

An important use case today for Content Credentials is to provide transparency around how digital content was created, and in particular, whether generative AI was used. However, generative AI disclosures don’t always tell a user when digital modifications have materially changed the meaning of the content. How can we define and communicate when a material change has been made to content?

Part 1

Materiality and UX: defining the problem space

What we’re covering

• Insights related to direct disclosure labeling and its impact on content trustworthiness.
• The challenge: how can we make progress on defining materiality in an automated, scalable way?
• Discussion: how do we define a materially significant change to content?

Part 2

Designing a meaningful digital provenance experience

What we’re covering

• What would you want to know about content to understand if a materially significant change had been made?
• What signals does C2PA have today that might help signal a materially significant change? What could be perhaps easily added?
• Given today’s signals, what are the UX considerations (e.g., privacy concerns, comprehension, discoverability, value proposition) for content creators and consumers?