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Google is the latest firm joining the Coalition for Content Provenance Authenticity (C2PA), a group that includes agency Publicis Groupe, the BBC, Adobe and Microsoft, which aims to identify artificial-intelligence-generated digital content, among other efforts.
The proliferation of AI-generated content is on the rise, contributing to the spread of misinformation, making watermarking AI content more critical ahead of a contentious election season. Adobe’s AI suite, Firefly, generated 1 billion images within three months of its launch.
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