The White House wants big AI companies to disclose when content has been created using artificial intelligence, and very soon the EU will require some tech platforms to label their AI-generated images, audio, and video with “prominent markings” disclosing their synthetic origins. There’s a big problem, though: identifying material that was created by artificial intelligence is a massive technical challenge. The best options currently available—detection tools powered by AI, and watermarking—are inconsistent, impermanent, and sometimes inaccurate. (In fact, just this week OpenAI shuttered its own AI-detecting tool because of high error rates.) But another approach has been attracting attention lately: C2PA. Launched two years ago, it’s an open-source internet protocol that relies on cryptography to encode details about the origins of a piece of content, or what technologists refer to as “provenance” information. The developers of C2PA often compare the protocol to a nutrition label, but one that says where content came from and who—or what—created it.
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