In today’s digital landscape, trust has become essential, especially as generative AI reshapes industries globally. Henry Ajder, AI advisor to the Content Authenticity Initiative (CAI), has spent the last 7 years working as an AI and deepfake cartographer, mapping the landscapes of fast emerging and impactful technologies and how they are changing the world, society and business.
We sat down with Ajder to explore the challenges that new forms of AI generated content are posing, the pivotal role of Content Credentials and the importance of transparency and trust in digital content.
How do Content Credentials improve trust in generative AI?
From deepfakes to voice cloning to synthetic media, it’s hard to tell what's real these days. Having the right tools to help people distinguish authentic content from AI-generated content has become essential.
What are the implications of generative AI and why is trust so important?
For consumers to be able to trust the digital content they see, they need to be able to understand how much editing or manipulation it went through.
What should business leaders consider when adopting generative AI?
People value knowing when AI has been used in the content they consume. By openly sharing this information, brands can foster trust and empower consumers to engage with confidence.
What are some of the challenges companies face when it comes to implementing generative AI?
When it comes to creating AI-driven experiences that resonate, brands first need to find the right models to train AI on and understand what their consumers actually want.
What are the implications of generative AI on future elections?
While tools like Content Credentials can help safeguard against misuse of generative AI, there needs to be a collaborative effort to ensure content trust and transparency is maintained.
As we’re moving forward in this AI landscape, the need for trust and transparency becomes the forefront priority. Content Credentials are not just a tool, but a foundation to a trusting relationship between brands and consumers.
Learn more about Adobe’s approach to generative AI and our AI ethics.