Adobe MAX 2023: Milestone wave of Content Credentials adoption with industry partners Microsoft, Leica Camera, Nikon, Publicis Groupe, and more

How these leading brands are leveraging Content Credentials at Adobe MAX 2023:

  • Microsoft adds Content Credentials to AI-generated images in Bing Image Creator. Leica Camera and Nikon preview in cameras.
  • Official Content Credentials icon unveiled to bring trust and transparency to online culture.
  • Publicis Groupe begins adopting for creative and client work to bring transparency to consumer campaigns.

Today marks an exciting wave of momentum around the adoption of Content Credentials to restore trust online with new integrations from major brands — Microsoft, Leica Camera, Nikon and Publicis Groupe — who are adopting the new and official Content Credentials “icon of transparency,” a symbol that will become the ultimate signal of transparency in digital content.

As thousands of images and videos are produced daily to feed the global pipeline of digital experiences, the release and adoption of this new icon are significant milestones, empowering the advertising and creative industry to begin authenticating client and creative work. With the high volume of content shared on social media platforms, Content Credentials provides a trusted, transparent way for consumers and media to distinguish between what is actually owned or created by brands, and what is being duplicated, replicated or even faked.

New Content Credentials integrations from our partners

Image of a boot created in Photoshop.
Image of a chicken sandwich created in Photoshop.
Image of penguins walking in the desert sand with Content Credentials.
Image of penguins walking in the desert sand.

As the journey progresses towards universal trust and transparency, Content Credentials are also becoming an essential component in Adobe’s innovative ecosystem of generative AI. We have incorporated Content Credentials into our own tools, including the Firefly creative generative AI platform, which automatically attaches Content Credentials to certain exports, indicating that generative AI was used. Content Credentials are also available in tools including Photoshop and Lightroom, where creators can securely attach information such as names, dates, edits made and tools used.

Other applications in Creative Cloud have added targeted Content Credentials features, including Firefly Web, Illustrator and Adobe Express. To see how the new Content Credentials icon and transparency features work in Firefly and Photoshop (and coming soon to more Adobe apps!), check out this new video we created.

We believe Content Credentials empower a basic right for everyone to understand context and more about a piece of content. We see a future where consumers will see the icon — a minimalist pin containing the letters “CR” that can be etched into images and video, providing a transparent view into what changes were made along the way to the media asset — on social platforms, online news sites and digital brand campaigns, and habitually check for Content Credentials just like they look for nutrition labels on food. We expect the new icon will be so widely adopted that it is universally expected, and one day soon become as ubiquitous and recognizable as the copyright symbol. With the support of our partners and the creative community, we’re optimistic that we accelerate toward this reality.

Over the past several months, many new members have joined the Content Authenticity Initiative (CAI), fueled by growing interest in generative AI, transparency and online safety. This new wave brought us nearly 2,000 members, including recent additions: CEPIC, Dentsu, Omnicom Groupe, National Geographic Society, National Public Radio (NPR), Photoshelter, and Publicis Groupe. The CAI’s growth represents increased community engagement and membership adoption for our Content Credentials open-source code.

We are excited about this future and we hope you are, too. Join us, get involved, and give feedback as we move toward a future where fact-checkers and consumers can understand content and context together, with Content Credentials.