Adobe launches app to protect & attribute digital content

Adobe has launched a new web app, Adobe Content Authenticity, offering creators tools to protect their digital content and ensure proper attribution using Content Credentials.

The Adobe Content Authenticity app will serve as a free platform for creators to easily apply Content Credentials to their work, including images, audio, and video files. This "nutrition label" for digital content allows creators to attach key information, such as their name, website, and social media accounts, to their content. Scott Belsky, Chief Strategy Officer and Executive Vice President, Design & Emerging Products at Adobe, expressed the company's commitment to creator recognition: "Adobe is committed to responsible innovation centered on the needs and interests of creators. Adobe Content Authenticity is a powerful new web application that helps creators protect and get recognition for their work. By offering creators a simple, free and easy way to attach Content Credentials to what they create, we are helping them preserve the integrity of their work, while enabling a new era of transparency and trust online. The Adobe Content Authenticity web app will not only benefit creators but also help consumers navigate the digital ecosystem with greater clarity."

The app will integrate with other popular Adobe Creative Cloud apps such as Photoshop, Lightroom and Firefly, acting as a central hub for managing Content Credentials preferences. Users will be able to set their preferences regarding generative AI training and usage, signalling if they do not wish their content to be used by or to train generative AI models from other companies. Adobe only trains its Firefly AI on content it has permission to use.

The new platform enhances transparency in digital content by allowing users to view and inspect Content Credentials easily. The new Content Authenticity extension for Google Chrome and an "Inspect tool" within the app will help recover and display Content Credentials, even if stripped out by social media platforms or if a screenshot of the content is taken.

The introduction of the Adobe Content Authenticity web app is part of Adobe's continuous effort to address concerns from the creative community. According to an Adobe study on creator perspectives on generative AI, 91% of creators wish for a method to attach verifiable attribution to their work, with over half expressing concerns about unauthorised use of their content for AI training.

Available in a public beta in the first quarter of 2025, the app aims to foster a more trustworthy digital ecosystem. Adobe will preview the app at various events, demonstrating its commitment to offering tools that protect and recognise creators' work.