- [Narrator] How do you combine the ease of use
of generative AI with the battle on misinformation?
And this is an important subject for society,
and it's also one that Adobe
is very actively participating in.
So now that you've learned how powerful Firefly is,
you might ask yourself
how this technology can affect trust on the Internet,
or you might better understand the need
to verify information sources in the media,
or what is Adobe doing to make sure
that Adobe Firefly will help uphold ethical standards?
Now, these questions and concerns are being addressed
by an organization called
the Content Authenticity Initiative.
And this organization was first announced by Adobe
back in 2019.
And since their first announcement,
hundreds of members have joined the cause,
including Microsoft, BBC, Intel, and many more.
Now, this coalition is on a mission
to help address misinformation
and content authenticity at scale.
But how are they doing this?
Well, they're doing this by introducing
the world's first tamper evidence metadata
for images called Content Credentials.
Now, you can look at Content Credentials
as a type of digital nutrition label for digital images.
So adding this metadata to images
will help build credibility
and trust by sharing the details about the creative process
that is required to create the image in the first place.
And by providing this metadata, you can describe the history
and the image providence,
and this system can help the spread
of misinformation over time.
So whenever you download an image from the Adobe Firefly
website, these Content Credentials will always be applied
to the downloaded file automatically.
And this happens even when you're using Firefly
directly in applications, like Photoshop.
And you can even activate the same Content Credentials
in Photoshop projects
that don't even use Adobe Firefly technology
to help create these digital breadcrumbs
that prove an image's history.
Now, once you've attached these Content Credentials,
the receiver of your file can then verify
your Content Credentials online
via the Content Authenticity's website.
And this means that you have the ability
to see the editing history of a received image
and also grant others a higher level
of transparency when you are supplying images
to someone yourself.
Now, if you're interested in learning more,
I recommend you take a look
at the Content Authenticity's Initiative
and look at their webpage for more information.