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Google Joins Coalition Aimed at Combating AI-Generated Deepfakes. On February 8, Google joined forces with a coalition of tech and media leaders to advance the ability to identify artificial intelligence-created or altered media. NBC reports that Google will use an Adobe project called Content Credentials, which allows users to verify images, videos, audio and documents. The group, the Coalition for Content Provenance and Authenticity, or C2PA, also includes Intel and Microsoft. The group says the measure will allow institutions like news outlets and social media platforms to offer users verification that content is authentic. The coalition was formed amid rapidly evolving AI technology capable of generating convincingly realistic media. "The way we think we’re trying to solve the problem is first, we want to have you have the ability to prove as a creator what’s true." "And then we want to teach people that if somebody is trying to tell you something that is true, they will have gone through this process and you’ll see the ‘CR,’ almost like a ‘Good Housekeeping’ seal of approval." Dana Rao, head of Adobe’s legal, security and policy organization and co-founder of the coalition, via NBC. NBC reports that Google has released an entire suite of generative AI products, including a number of editing and creation tools along with the company's chatbot, Bard. "At Google, a critical part of our responsible approach to AI involves working with others in the industry to help increase transparency around digital content." "This is why we are excited to join the committee and incorporate the latest version of the C2PA standard." of trust and safety at Google, via NBC. "It builds on our work in this space — including Google DeepMind’s SynthID, Search’s About this Image and YouTube’s labels denoting content that is altered or synthetic — to provide important context to people, helping them make more informed decisions." Laurie Richardson, vice president of trust and safety at Google, via NBC. THIS VIDEO MUST NOT BE EDITED FOR LENGTH TO COMBINE WITH OTHER CONTENT