Nilay Patel

I want to come back to how specifically it doesn't work in one second.

Let me just stay focused on the rest of the players on the sort of content creation side of the ecosystem.

There's Apple, there's Google, which uses it in the Pixel phones.

It's not an Android proper, right?

So if you have a Samsung phone, you don't get C2PA when you take a picture of the Samsung phone.

What about the other camera makers?

Do Nikon and Sony and Fuji, are they all using the system?

There are other sources of trust in the photography ecosystem.

The big photo agencies require the photographers who work there to sign contracts that say they won't alter images, they won't edit images in ways that fiddle with reality.

Those photographers could use the cameras that don't have the system, upload their photos to Getty or AFP or Shutterstock, and then those companies could embed the metadata and say, you can trust us.

Are any of them participating in that way?

I'm just thinking about this in terms of the stuff that is made, the stuff that is distributed, and the stuff that is consumed.

It seems like, at least at the moment of creation, there is some adoption, right?

Adobe is saying, OK, in Photoshop, we're going to let you edit photos, and we're going to write the metadata to the images and pass them along.

A handful of phone makers, Google, at least in its phones, is saying, we're going to write the metadata.

We're going to have SynthID.

OpenAI is putting the system into Sora 2 videos, which you wrote about.

On the creation side, there's some amount of, okay, we're going to label the stuff.

We're going to add the metadata.

The distribution side seems to be where the mess is, right?