Imagine a world where the biggest AI and software companies of our digital age join forces to stop the spread of deepfakes. How could they possibly be using blockchain technology to put a stop to it? These reputable companies gathered under the name of Coalition for Content Provenance and Authenticity (C2PA) against "digital reputation assassination" and disinformation efforts of manipulators and they are trying to protect our world under the umbrella of cryptology. Moreover, in a world that has turned into a small village, efforts against deepfake are not limited to companies. A country like China is announcing to our world that it will not allow the publication of deepfake content that does not contain a mark of conformity. Good principle in line with the valuable efforts of the C2PA group.
Assessment of authenticity
A suite of systems based on revolutionary blockchain technology is on the horizon that allows you to confirm whether an image has been manipulated or not. This new generation system, which is currently under development, opens the door for other people to detect malevolent changes in videos.
It is a fact that this technology allows us to know the truth by analyzing the data about the path followed by a media file after a possible malicious change in the videos. It is exciting to know that the futuristic blockchain will not be limited to stadiums only, but will not allow potential media disinformation.
Zelensky’s calling. Virtually yours!
Let's analyze one of the most popular recent cases of deepfakes.
This viral video of President Zelenskyy is obviously a striking example of black propaganda activities of 3rd parties with an interest in Ukraine surrendering. Deepfake, targeting Zelenskyy in the early days of the war, takes one of his speeches addressing the nation and turns it into a video of him asking for his soldiers' unconditional surrender.
About the members of the Coalition for Content Provenance and Authenticity
That's why some of the biggest software companies including Premiere Pro maker Adobe, Microsoft, Intel, Twitter, Youtube, Sony, Nikon, BBC, and SoftBank Group came all together and have formed an alliance named C2PA aimed at fighting deepfakes.
There's already a tool built my MIT to detect deepfakes. However, it hasn't always been possible to tell whether a video has been algorithmically manipulated or not. Adobe and its partners came together to build a better system to verify tampered photos/videos and verify their authenticity.
Social media companies' role in C2PA
A consortium of chipmakers, camera makers, software companies, and social media platforms are also rolling up their sleeves to develop standards for authentic video.
This Coalition, formed by software and hardware manufacturers, will be in close contact with YouTube and similar social media platforms. In the fight against fake content, especially Facebook's parent company Meta and similar social media companies are constantly fighting against these manipulators.
Based on the fact that experience is never wrong, they will mobilize all their expertise for this great project. Eventually, the coalition will gather such a complex issue under one roof with broad but well-planned standards.
One of the ways to prevent malicious attacks from making our work in the digital universe even more difficult is to unite in philosophy against fake content.
Because the distortion of public discourse may result in the media, which contributes to the healthy development of the society, doing more harm than good.
The participation of such sites and organizations is very valuable in order for new standards to be created in the light of universal ethical principles to remedy the harm caused by fake content to society. It seems that they will go on a difficult but honorable road.