Content Credentials are an open technical standard designed to provide important information like a “nutrition label” for digital content such as the creator’s name, the date an image was created, what tools were used and any edits that were made, including if generative AI was used. At Adobe we are excited by the promise and potential of the integration of AI into creative workflows to transform how people imagine, ideate, and create. In a world where anything digital can be edited, we recognize how important it is for Content Credentials to carry the context to make clear how content was created and edited, including if the content was wholly generated by a generative AI model. The Content Credentials standard was designed from the ground up to clearly express this context.

Through our role leading the Content Authenticity Initiative (CAI) and co-founding the Coalition for Content Provenance and Authenticity, we understand how to best express how content has been edited is an evolving process. We know millions of users use AI today to perform the same aesthetic improvements to content as they did before AI. That’s why when it comes to labeling AI, we believe platforms labeling content as being made with or generated by AI should only do so when an image is wholly AI generated. That way, people will easily understand that the content they are viewing is entirely fake. If generative AI is only used in the editing process, the full context of Content Credentials should be viewable to provide deeper context into the authenticity, edits or underlying facts the creator may want to communicate.