Jess Weatherbed

Google Synth ID is similar.

It's technically a watermarking system more so than a metadata system, but they work on kind of a similar premise that stuff will be embedded into something you take that you will then be able to assess later to see how genuine it is.

Like the technicalities behind that are...

difficult to explain in a shortened context, but they do operate on different levels, which means technically they could work together.

A lot of these systems can work together.

You've got inference-based systems as well, which is what they will look at an image or a video or a piece of music and they will pick up telltale signs that apparently it may have been manipulated by AI and they will give you a rating.

They can never really say,

yes or no, but they'll give you a likelihood rating.

None of it will stand on its own to be like a one true solution.

They're not necessarily competing to be the one that everyone uses.

And that's almost kind of the mess that CTPA is now in.

It's been lauded, it's been grandstandard to say, this will save us.

Whereas it was never designed to do that.

And it certainly isn't equipped to.

It's a coalition.

The most prominent name you'll see is Adobe because they're the one that shout about it the most.

They've kind of like one of the founding members of the Content Authenticity Initiative, which helped to develop the standard.

But you've got big names that are part of the steering committee behind it, which are supposed to be the groups involved with helping other people to adopt it, which is the important thing, because otherwise it doesn't work.

Like in part of this process, if you're not using it, a CTPA falls over.

And OpenAI is part of that.