Farid’s lab focuses on “passive” detection, researching methods to reveal AI’s fingerprints in media content.
While Farid is confident in his lab’s ability to trace AI’s involvement in specific clips, scaling this effort to the vast expanse of online content is an impossible feat.
Standards and regulation
This two-pronged approach appears to be the favored strategy within the burgeoning industry. Established firms like Adobe, Microsoft, and the BBC lead the Coalition for Content Provenance and Authenticity (C2PA), which is actively developing technical standards for certifying the authenticity of digital content sources.
During a White House gathering of AI corporate leaders in July, these firms pledged to implement active detection protocols.
Anna Bulakh, head of ethics and partnerships at Respeecher, likened this ongoing effort to the migration of websites to more secure encrypted protocols, highlighting the potential for AI firms to collaborate with governments in mitigating technology abuse.
