C2PA welcomes first advertising holding company to steering committee

Publicis Groupe Joins C2PA Steering Committee

C2PA welcomes first advertising holding company to steering committee

SAN FRANCISCO, Calif. — June 5, 2023

Today, the Coalition for Content Provenance and Authenticity (C2PA) welcomed Publicis Groupe, one of the world’s leading marketing organizations, as the newest steering committee member focused on digital media transparency and global adoption of content provenance. Joining a collaborative group of industry leaders including Adobe, BBC, Intel, Microsoft, Sony and Truepic, Publicis Groupe will serve as the first advertising holding company on the C2PA’s steering committee at a critical time for the advancement of authentication standards for digital media.

Establishing a clear and widely adopted standard for content authentication and transparency in assets has never been more needed, as artificial intelligence (AI) capabilities and conversations on the usability of AI grow by leaps and bounds and misinformation continues to grow online. Publicis Groupe’s expertise across digital content, media production, data and technology will make it a key contributor to the C2PA’s leadership in increasing authentication and provenance of content. Beyond its deep industry knowledge, Publicis Groupe has also advocated for the responsible use of AI across its portfolio and tools, as well as with Marcel – its internal, custom-made AI platform, which includes a suite of features and services designed to connect Publicis Groupe employees to opportunities, knowledge, expertise, and to each other.

“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.”

The C2PA steering committee is responsible for developing guidelines that address the most pressing issues around the use of content provenance methods, in additional to identifying target industries, establishing and overseeing technical working groups, and working with the network of partner organizations.

Publicis Groupe’s addition to the steering committee represents the latest milestone for the C2PA as it continues to build significant momentum in advancing the future of responsible digital media creation, publication and sharing. In April 2023, the C2PA released version 1.3 of its technical specification that includes expanded support for an array of media types, as well as generative AI transparency capabilities.

“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.

The C2PA’s progress since its creation in 2020 has been bolstered by strong partnerships with industry experts, policymakers, and academics, community feedback and partner organizations, including the Project Origin Alliance and the Content Authenticity Initiative (CAI). The C2PA is focused on continuing its work with governments, platforms, publishers, and tool providers to foster trust and transparency online through global adoption of its technical standard for digital provenance.

About the C2PA

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 c2pa.org.

About Publicis Groupe

Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients' transformation to enhance personalization at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have a facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 90,000 professionals.

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