Adobe has unveiled the Adobe Content Authenticity web app, a free tool designed to protect creators’ work and ensure proper attribution. This new app enables users to easily apply Content Credentials—metadata that serves as a “nutrition label” for digital content—ensuring their creations are safeguarded from unauthorised use.
Supported by popular Adobe Creative Cloud apps such as Photoshop, Lightroom, and Firefly, Content Credentials provide key information about how digital works are created and edited, offering creators ways to claim ownership and protect their creations.
The company launched its Content Authenticity Initiative in 2019. With over 3,700 members backing this industry standard, the initiative aims to combat misinformation and AI-generated deepfakes. Adobe’s new web app builds on this legacy, offering a centralised platform where creators can apply, manage, and customise their Content Credentials across multiple files, from images to audio and video.
Enhancing Creator Control
A recent Adobe study revealed that 91% of creators want a reliable method to attach attribution to their work, with over half expressing concerns about their content being used to train AI models without their consent. In response, Adobe’s web app includes a feature that allows creators to signal whether they want their work used by AI models, ensuring their rights are respected.
“Adobe is committed to responsible innovation centered on the needs and interests of creators,” said Scott Belsky, chief strategy officer at Adobe. “By offering a simple, free way to attach Content Credentials, we are helping creators preserve the integrity of their work, while enabling a new era of transparency and trust online.”
The app also offers features such as batch credential application and the ability to inspect content for associated credentials through a Chrome extension. This ensures that the information remains visible, even if platforms or websites fail to retain it.
With this new tool, Adobe is not only empowering creators to protect their work but is also driving a broader push for transparency across the digital ecosystem. The company has gone all in on generative AI. Last month, they introduced new features in Adobe Experience Cloud, including Adobe Content Analytics and real-time experimentation tools. The tool will help personalise, test, and evaluate AI-generated content across various channels while offering actionable insights to improve marketing performance and boost customer engagement.
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