Ad industry giant Publicis joins effort to ensure responsible AI

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,” the company says in a statement.

“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 standardise a future framework for content verification, but also protect the authenticity and provenance of AI assets for creators, brands and consumers.

C2PA working with various key stakeholders

Since launch, the C2PA has worked with industry leaders, policymakers, academics and partner organizations to advance the future of responsible digital media creation, publication and sharing. 

The organisation’s outputs to date have led to the successful implementation of the C2PA Specification. This 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,” says Carla Serrano, Chief Strategy Officer for 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.”

Says Andrew Jenks, Chair of the C2PA: “We are pleased to welcome Publicis Groupe. 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. 

“Publicis Groupe joins a growing standards body dedicated to scaling the open specification across the digital media ecosystem.”

The Publicis group includes Leo Burnett Worldwide, Saatchi & Saatchi, Starcom and Zenith.