Shutterstock, Inc. a leading global creative platform delivering high-quality content and comprehensive creative workflow solutions for transformative brands, digital media and marketing companies, an announced its participation in the Content Authenticity Initiative Through its participation, Shutterstock will support CAI’s goal of combating the prevalence of misleading information online by implementing technical standards to certify the source and history of media content by integrating Content Credentials.
Shutterstock intends to integrate the Coalition for Content Provenance and Authenticity underlying standard into its AI capabilities and various creativity tools, including its AI Image Generator powered by DALL-E and its suite of AI-powered applications, to better protect its users by providing verifiable and tamper-proof information for all forms of content. With Content Credentials, this will include ensuring that each asset is certified with secure metadata about its creation, authorship, and modification history. CAI’s free open standards aim to ensure that this information is maintained in a metadata track that spans multiple tools, from creation of the asset to all subsequent modifications.
“Joining the CAI and adopting the underlying C2PA standard is a natural step in our ongoing efforts to protect our artist community and our users by supporting the development of systems and infrastructure that create greater transparency and help our users more easily identify what an artist’s creation is versus AI-generated or AI-modified art,” said Dr. Alessandra Sala ., senior director of artificial intelligence and data science at Shutterstock. “We are excited to work alongside a roster of industry-shaping organizations with CAI to take on this incredible opportunity and responsibility as we take decisive action that protects consumption and improves the verifiability of this new type of content.
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Since its launch, the CAI, led by Adobe, has worked with industry leaders, media and technology organizations, policymakers, academics and others to increase trust and transparency in digital content. With the rise of AI-generated content, CAI understands there are unique opportunities and challenges, which has spurred the development of its Content Credentials solution which can now be applied to a range of formats, including images, video and audio, to help consumers make informed decisions about the content they view online. She works actively with members of her community to ensure that technical innovations are based on ethical foundations.
“We are pleased to welcome Shutterstock to CAI as the company brings deep experience in creative services and ethical approaches to using AI in various art forms,” said Santiago Lyon, Head of Advocacy and Education for the Content Authenticity Initiative . “Shutterstock joins a growing standards body that welcomes their support and contributions as we strive to build greater trust in the ever-changing digital media ecosystem. »
Joining CAI and adopting the underlying C2PA standard are the latest strategic steps taken by Shutterstock as one of the leading innovators bringing ethical and responsible AI advancements to the creative industry. Earlier this month, Shutterstock announced that it was offering its Enterprise customers full compensation for licensing and using generative AI images on its platform. Shutterstock also recently announced its partnership with the United Nations ITU AI for Good to support the development of ethical AI models, tools, products and solutions. Dr. Sala and Sejal Amin , Chief Technology Officer at Shutterstock, during the “AI for Good” summit held in Geneva earlier this month which discussed the company’s vision for content authenticity, provenance and transparency.
Additionally, Shutterstock launched its first-of-its-kind Contributor Fund in October 2022, which to date has compensated hundreds of thousands of artists, with payments expected for millions more, for the role intellectual property of their content played into the formation of Shutterstock’s generative technology and provided artists with ongoing royalties linked to the licensing activity for newly generated assets. Prior to the Contributor Fund, Shutterstock also launched The Create Fund which provides historically excluded artists with financial and professional support to help them bridge access and content gaps, and promote diversity and inclusion in its content library, contributor network, and generative AI learning models.
SOURCE : PRNewswire
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