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

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

• Microsoft introduced Content Credentials to all AI-generated images created with Bing Image Creator. The invisible digital watermark feature adheres to C2PA specifications and confirms the time and date of original creation. Microsoft will also integrate Content Credentials capabilities into Microsoft Designer. Both Bing Image Creator and Microsoft Designer will adopt the new Content Credentials icon.

• Publicis Groupe will share a preview for deploying Content Credentials with Adobe at enterprise scale across its worldwide network of designers, marketers, creatives in a “Trusted Campaign of the Future,” ensuring brand authenticity and transparency throughout the content lifecycle.

• Leica Camera will preview Content Credentials in a camera model to be available commercially this year: This year we’re previewing a demo of what Content Credentials will look like for photographers and consumers in a Leica camera — featuring the new icon of transparency. We look forward to sharing more details soon about how Leica Camera will incorporate Content Credentials into future camera models.
• Nikon spotlights the momentum of Content Credentials in a sample Z 9 camera: A sample Nikon Z 9 specially equipped with the image provenance functionality, including Content Credentials, currently in development, will be exhibited at MAX 2023. Nikon will spotlight the development progress, which, in the near future, will be verified in the user's workflow, in coordination with the Content Authenticity Initiative and C2PA.

• Today’s relaunch of ContentCredentials.org — We have re-imagined the Content Credentials online hub where consumers and creators can go to verify content. Check it out and learn more.

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.