Summary
The ability to manipulate media is not new, but the accessibility, speed, and quality of these modifications today, powered by artificial intelligence (AI) and machine learning tools, have reached unprecedented levels and may not be caught by traditional verification methods. While many people are using generative AI to create (or modify) and distribute useful creative content faster, it is important to acknowledge the risks and potential harms of the technology when used for malign purposes. For example, malicious actors can use manipulated or fully synthetic media in cyber threat, criminal, or other malign activity against organizations and individuals to impersonate and misinform. In addition, there are broader societal risks around loss of trust online that can impact not just individuals and businesses, but whole communities. Due to this widespread ability to convincingly create or modify media, verifiable media is becoming critical for ensuring transparency by providing context about the media’s provenance and integrity with an effective, secure, and robust technical standard.