Ep7. Adobe on A.I. & Trust: Understand the Urgency for Media Transparency & Ethical Generative A.I. with Andy Parsons from Adobe’s Content Authenticity Initiative

Building trust online and establishing authenticity, transparency, and ethical A.I. is a big task — and it’s one that Andy Parsons, the Senior Director of Adobe’s Content Authenticity Initiative (CAI), is tackling head-on.

In this episode of Creativity Squared, Andy discusses the need for a future of verifiably authentic content of all kinds to combat disinformation. With collaborators across hardware (including brands like Leica Camera!), software, publishing, and social platforms, the CAI is empowering communicators, journalists, and artists with secure provenance. 

In addition to CAI, Andy explains the Coalition for Content Provenance and Authenticity (C2PA), an initiative working on an open technical standard for content authenticity that’s adoption is needed now more than ever.

Through these standards, technology, and open source collaboration, Adobe is helping lead the way to restore trust and transparency to the media we experience. In this era where deep fakes blur the lines of reality and as we approach the 2024 elections in the U.S., this work is urgent. Andy strongly believes in media literacy and explains some of the ways Adobe is providing curriculum to students.

Andy also dives into Adobe's Firefly, a creative generative A.I. engine, and the company’s ethical approach to A.I. development. Democratizing creativity, Andy highlights how Firefly amplifies human potential and respects artists' rights, ensuring content authenticity from the outset. Discover the use cases for content credentials and when to consider opting in to use them, why, and how much information to reveal.

If bringing trust to media resonates with you, Andy’s main call to action is to get involved! This work is not done in a silo. We should all be active participants in the conversation and educate ourselves. He invites our listeners to join the CAI, engage with the community on Discord, and contribute to the mission of bringing trust to media. Helen, your Creativity Squared host, is a proud CAI member!

Andy also drops some tantalizing teases about Adobe features in the pipeline — enjoy!

EPISODE SHOW NOTES: https://creativitysquared.com/podcast/ep7-andy-parsons-adobe-on-a-i-trust      

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