Shutterstock to help create mechanism to address
misinformation and offer precise detail on the authenticity and
provenance of content at scale
NEW YORK, July 25, 2023 /PRNewswire/ -- Shutterstock,
Inc. (NYSE: SSTK), a leading global creative platform offering
high-quality content and full-service creative workflow solutions
for transformative brands, digital media and marketing companies,
today announced its participation in the Content Authenticity
Initiative (CAI). Through its participation, Shutterstock will
support the CAI's goal of addressing the prevalence of misleading
information online through the implementation of technical
standards for certifying the source and history of media content by
integrating Content Credentials.
Shutterstock intends to integrate the underlying Coalition for
Content Provenance and Authenticity (C2PA) standard into its AI
capabilities and various creativity tools, including its
DALL·E-powered AI Image Generator and suite of AI-powered
applications to further protect its users with verifiable and
tamper-evident information across all forms of content. With
Content Credentials, this will include ensuring each asset is
certified with secure metadata about its creation, authorship and
edit history. The CAI's free open-source standards aim to ensure
this information is maintained in a metadata trail that spans
multiple tools, from asset creation to all subsequent
modifications.
"Joining the CAI and adopting the underlying C2PA standard is a
natural step in our ongoing effort to protect our artist community
and our users by supporting the development of systems and
infrastructure that create greater transparency and help our users
to more easily identify what is an artist's creation versus
AI-generated or modified art," said Dr. Alessandra Sala, Senior Director of Artificial
Intelligence and Data Science at Shutterstock. "We are excited to
work alongside an industry-shaping roster of organizations with the
CAI to take on this incredible opportunity and responsibility as we
make decisive steps that safeguard the consumption and enhance the
verifiability of this new class of content."
Since its launch, the Adobe-led CAI has worked with industry
leaders, media and tech organizations, policymakers, academics and
others to increase trust and transparency in digital content. With
the rise in AI-generated content, the CAI understands there are
unique opportunities and challenges, which spurred the development
of its Content Credentials solution that can now be applied to a
range of formats, including images, video and audio, to help
consumers make informed decisions about the content they see
online. It is actively working across its membership community to
ensure that technical innovations are built on ethical
foundations.
"We are pleased to welcome Shutterstock to the CAI as the
company brings deep experience in both creative services and
ethical approaches to the use of AI in various art forms," said
Santiago Lyon, Head of Advocacy and
Education for the Content Authenticity Initiative. "Shutterstock
joins a growing standards body that looks forward to their support
and contributions as we endeavor to establish greater trust across
the evolving digital media ecosystem."
Joining CAI and adopting the underlying C2PA standard is the
latest in several strategic steps Shutterstock has taken as one of
the leading innovators bringing ethical and responsible AI
advancements to the creative industry. Earlier this month,
Shutterstock announced its offering to provide Enterprise customers
with full indemnification for the license and use of generative AI
images on its platform. Shutterstock also recently announced its
partnership with the United Nations' ITU AI for Good to
support the development of ethical AI models, tools, products and
solutions. Dr. Sala and Shutterstock's Chief Technology Officer,
Sejal Amin delivered a keynote
presentation at the AI for Good Summit in Geneva earlier this month that further
addressed the company's vision for content authenticity, provenance
and transparency.
In addition, Shutterstock launched its first-of-a-kind
Contributor Fund in October 2022
which, to date, has compensated hundreds of thousands of artists,
with anticipated payments to millions more, for the role their
content IP has played in training Shutterstock's generative
technology and has provided artists with ongoing royalties tied to
licensing activity for newly generated assets. Prior to the
Contributor Fund, Shutterstock also launched The Create Fund that
provides historically excluded artists with financial and
professional support to help close access gaps, fill content gaps,
and further diversity and inclusion within its content library,
contributor network and across generative AI training models.
As a trusted partner, Shutterstock also collaborates with
NVIDIA, Meta, OpenAI, LG and other leaders in the tech industry to
develop foundational generative AI tools and standards for creators
across 3D, images and text.
About Shutterstock
Shutterstock, Inc. (NYSE: SSTK) is
a premier partner for transformative brands, digital media and
marketing companies, empowering the world to create with
confidence. Fueled by millions of creators around the world, a
growing data engine and a fearless approach to product innovation,
Shutterstock is the leading global platform for licensing from the
most extensive and diverse collection of high-quality 3D models,
videos, music, photographs, vectors and illustrations. From the
world's largest content marketplace, to breaking news and A-list
entertainment editorial access, to all-in-one content editing
platform and studio production service—all using the latest in
innovative technology—Shutterstock offers the most comprehensive
selection of resources to bring storytelling to life.
Learn more at www.shutterstock.com and follow us
on LinkedIn, Instagram, Twitter,
Facebook and Youtube.
Photo -
https://mma.prnewswire.com/media/2160706/Shutterstock_CAI.jpg
Logo -
https://mma.prnewswire.com/media/2147879/4178244/Shutterstock_AI_Logo.jpg
View original
content:https://www.prnewswire.co.uk/news-releases/shutterstock-joins-the-content-authenticity-initiative-301884565.html