For the past five years, Adobe has been at the forefront of a global effort to make digital content more trustworthy. What began as an ambitious idea — that people everywhere should know the origins and history of the content they see — has become a reality shared by thousands of collaborators, technologists, creators, and partners around the world.

That journey began with a simple but powerful question — what if content itself could tell its story?

From vision to global standard.

To answer that question, Adobe helped to found the Coalition for Content Provenance and Authenticity (C2PA), an open technical standard that enables transparency and authenticity across digital media. Alongside partners such as Amazon, Microsoft, Intel, Google, Meta, Sony, and the BBC, we spent years defining and refining how to encode tamper-evident provenance information directly into content — cryptographically bound to images, videos, audio, and more.

Through the Content Authenticity Initiative (CAI), which is the Adobe-led open community of more than 5,000 members across media, academia, and technology, we have championed the idea that content transparency benefits everyone — creators, consumers, and the platforms in between. Together we’ve built open-source tools, browser extensions, and educational resources to make authenticity accessible to all.

Earlier this year, the C2PA reached a new level of maturity with the launch of its Conformance Program, ensuring secure and interoperable implementations. For the first time, organizations can certify that their products meet the highest standards of authenticity and trust. For example, Google’s recently-released Pixel 10 smartphone achieved the program’s top tier of security compliance — a milestone that demonstrates the readiness of this ecosystem to scale.

From standard to service.

Now, we’re taking the next step.

Today, Adobe is introducing Content Authenticity for Enterprise — bringing the power of Content Credentials to the products and platforms that drive creative production and marketing at scale. Through Adobe GenStudio for Performance Marketing, Firefly Creative Production, and the Content Authenticity API available via Adobe Firefly Services, enterprise customers can now integrate provenance and transparency directly into their creative workflows.

This is a significant milestone — not just for Adobe, but for the industry as a whole. For the first time, enterprise marketers, creative teams, and developers can easily attach secure Content Credentials to every asset they create, automate the management of authenticity data across campaigns, and verify the provenance of content at any stage of its journey.

Meeting enterprise demand.

Enterprises have been asking for this for years. As authenticity becomes a defining issue for both human- and AI-generated media, companies need trusted, turnkey solutions that protect brand integrity and demonstrate accountability.

Our customers — some of the world’s most recognizable brands — have told us what they want.

• Ensured transparency in both human and generative workflows.
• Compliance with emerging regulations around AI content disclosure.
• Protected brand trust in every campaign, creative asset, and customer touchpoint.

Adobe’s new enterprise services meet these needs directly.

• GenStudio for Performance Marketing enables marketing teams to create and deploy content at scale, now with Content Credentials which can be automatically attached to assets, so audiences can see when and how generative AI was used.
• Firefly for Creative Production brings authenticity to the heart of creative operations, giving creative teams provenance across their pipelines.
• The Content Authenticity API, available through Firefly Services, provides direct access to the same authenticity technology behind Adobe’s flagship products, enabling brands to integrate provenance into custom workflows, digital asset management systems, and publishing systems. For example, signing assets with tamper-resistant enterprise certificates which are designed to show legitimacy or embed persistent watermarks to reconnect published assets to the originals in digital asset management systems.

Built-in trust.

Each of these offerings is grounded in the C2PA standard, supported by open-source tools, and validated through the new C2PA Conformance Program. That means they work reliably across the growing ecosystem of compliant cameras, smartphones, editing tools, and platforms.

The underlying trust model, powered by new certificate infrastructure and identity standards, is designed to help verify claims of creation, disclosure, editing, or authorship in a secure and independent manner. In other words, trust is now built in.

Five years of collaboration, one shared goal.

It’s been five years since Adobe first introduced the Content Authenticity Initiative, alongside partners who believed that open collaboration was the only way to rebuild trust online.

Together we’ve made enormous progress.

• An open technical standard (C2PA) is now adopted globally.
• Open-source tools and SDKs empower developers and creators. · A thriving community of 5,000+ members across industry and academia.
• A conformance framework ensures secure, interoperable adoption.

And now — with enterprise-ready services integrated into Adobe GenStudio, Firefly Services, and more — that vision is available at scale.

A foundation for the future of content.

This moment marks both a culmination and a beginning. The foundation is now complete.

• An open standard.
• A community of practice.
• A conformance program for interoperability.
• A trust model supported by robust certificate infrastructure.

With these elements in place, we can finally deliver on what our customers have been asking for — simple, powerful, enterprise-level tools that make authenticity a seamless part of content creation and distribution.

As generative AI accelerates the pace of storytelling, brands and creators need new ways to earn and sustain trust. Content Credentials are a transparent, verifiable record of how content was made, by whom, and with what tools.

Authenticity isn’t a product feature. It’s the foundation for trust in the content supply chain.

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