Frederik Bay’s Post

“Transparency builds trust, and building an end-to-end chain of content authenticity will help undermine the power of bad actors to manipulate content by giving good actors a way to be believed.” EVP, General Counsel and Chief Trust Officer Dana Rao announces Adobe's participation in the Tech Accord to Combat Deceptive Use of AI in 2024 Elections with other leading technology companies. This agreement builds on years of work and reflects our commitment to responsible innovation. We look forward to paving the way for a safer digital world through our work on #ContentCredentials and cross-industry efforts with the #C2PA and Content Authenticity Initiative. Learn more: https://ow.ly/z9HN30sAVf4

“Transparency builds trust, and building an end-to-end chain of content authenticity will help undermine the power of bad actors to manipulate content by giving good actors a way to be believed.” EVP, General Counsel and Chief Trust Officer Dana Rao announces Adobe's participation in the Tech Accord to Combat Deceptive Use of AI in 2024 Elections with other leading technology companies. This agreement builds on years of work and reflects our commitment to responsible innovation. We look forward to paving the way for a safer digital world through our work on #ContentCredentials and cross-industry efforts with the #C2PA and Content Authenticity Initiative. Learn more: https://ow.ly/EUXN30sAEkc

“Transparency builds trust, and building an end-to-end chain of content authenticity will help undermine the power of bad actors to manipulate content by giving good actors a way to be believed.” EVP, General Counsel and Chief Trust Officer Dana Rao announces Adobe's participation in the Tech Accord to Combat Deceptive Use of AI in 2024 Elections with other leading technology companies. This agreement builds on years of work and reflects our commitment to responsible innovation. We look forward to paving the way for a safer digital world through our work on #ContentCredentials and cross-industry efforts with the #C2PA and Content Authenticity Initiative. Learn more: https://ow.ly/CK7530sAJ7Y

Adobe is leading the way with transformative AI solutions, such as Adobe Firefly and Adobe Express, to modernize digital experiences and increase public trust through personalization. Likewise, we understand that AI can be used by bad actors in attempts to spread misinformation or undermine the integrity of our government systems, especially during election season. That’s why we’re prioritizing provenance, watermarking and classifiers to build an end-to-end chain of content authenticity that limits bad actors' ability to manipulate content. 🔒 ➡ Check out this article to read more about Adobe’s commitment to responsible innovation: https://lnkd.in/eVWNZATE #AI #ElectionDay #Adobe Melanie Holmes | Jonathan Benett | Kelly Olson | Brian Chidester | Matt Schrader | Jace Johnson | Aleeke Spence | Brendan Curley | Melissa Tabach |Marissa Dacay | John Landwehr | Eric Head | Robyn Allen | Jennie Strobeck | Stephen Frieder | Dave Justice

“Transparency builds trust, and building an end-to-end chain of content authenticity will help undermine the power of bad actors to manipulate content by giving good actors a way to be believed.” EVP, General Counsel and Chief Trust Officer Dana Rao announces Adobe's participation in the Tech Accord to Combat Deceptive Use of AI in 2024 Elections with other leading technology companies. This agreement builds on years of work and reflects our commitment to responsible innovation. We look forward to paving the way for a safer digital world through our work on #ContentCredentials and cross-industry efforts with the #C2PA and Content Authenticity Initiative. Learn more: https://ow.ly/2qop30sACyY

1/ Microsoft is expanding access to its Content Integrity Tools to support election integrity in Europe and around the world. Political parties and media outlets can use the tools to mark content as authentic. 2/ The tools consist of a Web application for adding content credentials, a mobile application for capturing authenticated photos, videos, and audio, and a public Website for reviewing content for content credentials. 3/ With the Content Integrity Tools, Microsoft aims to help organizations authenticate images and inform citizens about the provenance of online information, especially given the potential for generative AI to be used for propaganda or disinformation.

Adobe Survey confirms widespread and growing concern over AI generated misinformation.   Adobe's first ever 'Future of Trust Study' surveyed 6,000 consumers, across the UK, US, France and Germany revealing widespread mistrust and genuine uncertainty over what to believe.   Social media platforms and governments worldwide are struggling to identify and combat AI manipulation, which is what prompted Adobe to set up the Content Authenticity Initiative, a cross-industry initiative to address misinformation and content authenticity at scale.   View the startling key findings and full article here: https://lnkd.in/gpcY37S5

I'm excited to share the results of our inaugural Adobe Future of Trust Study. As generative AI becomes more powerful, it’s increasingly important for consumers to discern how content has been created. The study shows that misinformation can erode consumer trust in content, so we need transparency-based tools like Content Credentials. According to the study 88% of people find it essential that they have the right tools to verify if online content is trustworthy. Everyone from governments and technology companies to device manufacturers, news outlets, and social media platforms should implement Content Credentials. We also need to quickly bring about a media ecosystem where it’s second nature for creators to attach Content Credentials to their work, and for people to be aware of Content Credentials when consuming online content. There's a lot more - check out the full study! https://adobe.ly/3W3OEyF #FutureofTrust #ContentCredentials #GenerativeAI

Having used AI in written content and even graphic design and video creation, it's obvious how powerful and important this technology is going to be. It's equally obvious that proper oversight is going to come slowly, if ever. This accord will be important with regards to seeing how big tech can moderate itself, but deception in media is not new, even if it's more sophisticated and accessible than ever. It's critical that we as content creators, marketers, communicators and strategists lead with our own ethics and integrity as we always have, and speak out when we see unethical actors. We can be part of the solution, both by showcasing how we use this exciting new technology and by educating the public so they can understand it for themselves.

Leading tech companies, including Microsoft, Meta, Google, Amazon, Adobe, and IBM, have taken a significant step towards safeguarding the integrity of elections and protecting democracy. At the Munich Security Conference, these companies, along with others such as AI startups and social media platforms like X (formerly Twitter), TikTok, and Snap, pledged to adopt a common framework to detect and label misleading political deepfakes on their platforms. This voluntary pledge to combat election-related deepfakes is a clear recognition of the need for collective action to protect elections from electoral abuse. While critics view the accord as toothless, the companies aim to share best practices and respond swiftly when deepfakes begin to spread, paying special attention to context to safeguard freedom of expression. Despite efforts by federal agencies and some states to combat the spread of deepfakes, they continue to proliferate, raising concerns among Americans about the spread of misleading information during the 2024 U.S. election cycle. However, the EU is also implementing measures to address deepfakes, including clear labeling requirements under the AI Act and regulations within the Digital Services Act. It's heartening to see tech giants coming together to fight the menace of deepfakes. With their collective expertise and resources, they can make a significant difference in safeguarding the integrity of elections and protecting democracy. https://lnkd.in/gJ6vxra5