Microsoft is taking steps to ensure that images and videos generated by AI can be easily identified with the help of new media provenance features launching at their annual Build conference. Using cryptographic methods, the Bing Image Creator and Designer will be able to mark and sign content with metadata revealing the AI origin of the image or video. This will allow sites to alert consumers about the origin of the content, when it has been generated by AI, modified, or created by Designer or Image Creator.
The Coalition for Content Provenance and Authenticity (C2PA) interoperable specification, drafted with the help of contributions from Adobe, Arm, Intel, Microsoft, and visual media platform Truepic, will play a major role in enabling this feature. Following its implementation, sites will need to adopt this spec in order to alert consumers through a visible marker on the content.
Google has also taken steps in this direction recently. They announced the use of embedded metadata to signal AI-generated visuals. Alongside this, Shutterstock and generative AI startup MidJourney have adopted guidelines to include markers on the content revealing the origin of the content.
Microsoft is a multinational technology company based in the United States that develops, manufactures, licenses, supports and sells computer software, consumer electronics, and other related services. Founded in 1975 by Bill Gates and Paul Allen, it has since grown to become one of the world’s largest software companies. Microsoft offers a range of products and services including the Windows operating system, Office suite, Xbox gaming consoles, and its Azure cloud computing platform.
Satya Nadella is a business executive and currently serves as the chief executive officer of Microsoft. He was appointed as the CEO in February 2014 and is the third CEO in the history of Microsoft. Prior to his current role, he held key positions in the Microsoft’s business division, cloud and enterprise group, and worked on a series of technology initiatives. He has received numerous awards and accolades for his work.
