Adobe Summit 2024: Expanding access for Content Credentials to enterprises, brands and consumers

Collage of images created using Adobe Firefly.

The demand for quality content has never been higher. Today businesses in every industry, across media, technology, retail, leisure and even healthcare must meet this growing demand by creating compelling digital experiences fueled by content.

Millions of images and videos are produced and shared every day across platforms and everywhere we find ourselves sharing, scrolling or buying online. But as we’ve learned from recent viral deepfakes and manipulated images, maintaining the original context and providing transparency about where content came from can be challenging. Enterprises are also realizing that in order to uphold credibility and maintain consumer confidence in their brand, they need to establish a transparent chain of trust from creation to dissemination online by attaching provenance details like Content Credentials to their own content. Brands like IBM are already seeing the benefit of being able to attach Content Credentials when using Adobe Firefly to supercharge its marketing and advertising content development.

At Adobe Summit, we’re sharing details on new and expanded integration of Content Credentials into our Creative and Enterprise applications to address this need for businesses everywhere. Attaching valuable provenance information with Content Credentials will become crucial for businesses in the generative era and offer them a range of benefits, including:

Adobe is at the forefront of driving responsible innovation, enabling brands to meet content demands without compromising transparency or trustworthiness. We’ve announced a number of new and expanded Content Credentials integrations that businesses and creatives around the world can leverage, including:

Structure Reference in Firefly

It’s been one year since we launched Adobe Firefly, which has generated over 6.5 billion images to-date and become the most popular AI image generation model designed for safe commercial use globally. Today, we announced an update to Firefly that will bring users a new level of creative control with the Structure Reference capability in our Text to Image model on the Firefly web application. The new feature enables our users to easily apply the structure of an existing image to newly generated images using Firefly. With the introduction of this new feature, we’re continuing to reaffirm our commitment to developing generative AI responsibly by automatically attaching Content Credentials to all Firefly-generated outputs, allowing people viewing digital content to see whether it was created or edited with AI.

Content Credentials across content supply chain

Today, we announced that Content Credentials will be supported in Adobe Experience Manager (AEM) Assets. This means that Content Credentials will be attached to Firefly generations or assets created or modified with Firefly-powered features in Express and are designed to follow the assets through the enterprise content supply chain, including as they’re added to AEM Assets.

As an example, imagine an enterprise company having a considerable brand-approved asset library that includes assets created with Firefly or within Express. When those assets are signed with Content Credentials to include important brand information or to denote that generative AI was used in the creative process, the metadata will follow the assets into AEM Assets and beyond as the company’s marketing team create additional content based on the original assets. This is vital step to ensure the asset’s metadata follows the content as it’s disseminated online downstream for consumers who may want to verify the credentials.

A year of Content Credentials adoption & new members

We're pleased to note the continued momentum that Content Credentials have amassed throughout the past year and into 2024, including:

We are excited, moreover, to introduce new Content Authenticity Initiative members, including PricewaterhouseCoopers (PwC), NBCUniversal News Group, WPP and Autodesk, which all share in our commitment to combatting the threat of misinformation for consumers, ensuring creators get credit for their work, and will plan to support Content Credentials. The CAI is now at over 2,500 members — all unified in driving widespread adoption and support of a provenance and transparency-based approach to digital content online with Content Credentials.

“As a firm committed to building trust with AI, for our clients and for society, we are thrilled to join Adobe's the Content Authenticity Initiative. We recognize the importance of a transparency-based approach in maintaining trust and authenticity in digital content and this initiative reinforces our commitment to delivering innovative solutions that help promote transparency in use of AI.”

Phil Regnault, Adobe Alliance Leader at PwC US

"In today's digital age, where misinformation is an increasing concern, ensuring that the content we consume is trustworthy is more important than ever.  We’re proud to join the Content Authenticity Initiative (CAI) alongside Adobe and the many companies that share our commitment to AI and brand safety. Tools like Adobe’s Content Credentials are crucial in achieving these goals.”

Stephan Pretorius, Chief Technology Officer at WPP

“Autodesk is delighted to join Content Authenticity Initiative (CAI), underscoring our commitment to combating misinformation and promoting ethical practices in data training and digital imagery. We are dedicated to ensuring the authenticity of digital content and supporting the creative community by providing artists with advanced, ethically designed tools and solutions that enhance their workflows and empower them to concentrate on their craft. Establishing industry standards for ethical AI use and technologies for detecting AI-generated content is essential for protecting intellectual property and preventing misuse. Additionally, we champion an open ecosystem where tools integrate smoothly, facilitating efficient work processes for our customers and fostering a sustainable business environment.”

Paolo Tamburrino, Sr. Industry Strategy Manager M&E at Autodesk

What’s next

We look forward to continuing to collaborate with technology companies, social platforms, news organizations and policymakers to empower adoption and increase transparency as we fight for a more transparent digital ecosystem. In the months ahead, we will continue our work with governments and policymakers to develop policies, guidance and tools to develop a global standard for provenance, and as we move forward through this critical year for global elections, we are enormously optimistic about the path forward with Content Credentials.