C2PA (Coalition for Content Provenance and Authenticity)
C2PA is an open standard developed by Adobe, Microsoft, the BBC, and other partners to cryptographically sign digital content and attest to its origin. It lets platforms and users verify whether content is human-created, AI-assisted, or fully generated.
In practice
A photojournalist who publishes an image with a C2PA signature allows any reader or AI system to verify authenticity through embedded metadata, even after the image has been shared multiple times. For web publishers, integrating C2PA into the production workflow creates a measurable trust advantage: search engines that value E-E-A-T signals may in time incorporate this as a ranking factor. Practical implementation runs through Adobe and Photoshop plugins or open-source CLI tools.