Publicis Groupe (Euronext Paris FR0000130577, CAC 40), one of the world’s leading marketing organizations, today announced it will join the Coalition of Content Provenance Authenticity (C2PA) as the first advertising holding company to serve as a Steering Committee member. Launched in 2020, the Coalition strives to unite leaders in technology and media to set standards for content authentication and drive transparency in content origins.
As conversations of the capability and usability of artificial intelligence exponentially accelerate, it is critical to balance the growth potential of AI with the demand for responsible use of these technologies. Publicis Groupe takes a stance with C2PA at a critical time when – alongside Steering Committee founding members Adobe, Arm, BBC, Intel, Microsoft and Truepic – the Coalition seeks to build and standardize a future framework for content verification, but also protect the authenticity and provenance of AI assets for creators, brands, and consumers.
Since launch, the C2PA has worked with industry leaders, policymakers, academics, and partner organizations – including the Microsoft and BBC-led Project Origin Alliance and the Adobe-led Content Authenticity Initiative (CAI) – to advance the future of responsible digital media creation, publication and sharing. The organization’s outputs to date have led to the successful implementation of the C2PA Specification, which works to safeguard and verify original content across a range of formats, including Photo, Video and Audio.
“In an industry where bold, thought-provoking content has the power to move people, tell stories and demand action, we cannot afford the risk of bad actors compromising a creator’s authentic vision and creation,” said Carla Serrano, Chief Strategy Officer, Publicis Groupe. “The C2PA’s efforts help protect that invaluable IP and ensure authentic creative visions are brought to completion – and verified along the way. And people can feel confident knowing that the content they’re viewing is unique, original, and straight from the source.”
“Unquestionably, the capabilities of generative AI are evolving quickly, and the need for leadership is critical,” added Jem Ripley, CEO of Publicis Digital Experience. “We are committed to bringing our expertise across digital content, media, production, data and technology to the forefront for C2PA, driving innovation and protections for our clients’ businesses, while ensuring the authenticity and regulation of all AI content experiences in the future.”
“We are pleased to welcome Publicis Groupe to the C2PA. The company brings deep experience in branding and marketing that will support and contribute to our core mission of establishing trust across all online media,” said Andrew Jenks, Chair of the C2PA. “Publicis Groupe joins a growing standards body dedicated to scaling the open specification across the digital media ecosystem.”
Prior to serving on the C2PA Steering Committee, Publicis Groupe has long been actively leveraging responsible AI across its portfolio of tools and offerings, including Marcel – its internal, custom-made AI platform designed to connect the 98,000 employees at Publicis Groupe to opportunities, knowledge, and connection with their global colleagues.
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Publicis Groupe [Euronext Paris FR0000130577, CAC 40] est un leader mondial de la communication. Le Groupe est présent sur l’ensemble de la chaîne de valeur, du conseil à l’exécution, en combinant la transformation marketing et la transformation digitale des entreprises. Publicis Groupe se positionne comme le partenaire privilégié dans la transformation de ses clients pour leur permettre de créer une expérience personnalisée à grande échelle. Le Groupe repose sur dix expertises regroupées au sein de quatre activités principales : la Communication, les Medias, la Data, et la Technologie. Il propose à ses clients une organisation unifiée et fluide leur facilitant l’accès à l’ensemble de ses expertises dans chacun de ses marchés. Le Groupe est présent dans plus de 100 pays et compte environ 100 000 collaborateurs.
The Coalition for Content Provenance and Authenticity (C2PA) is an open, technical standards body addressing the prevalence of misleading information online through the development of technical standards for certifying the source and history (or provenance) of digital content. C2PA is a Joint Development Foundation project. For more information, visit www.c2pa.org.