Seventy-eight percent of Americans say it’s becoming increasingly difficult to differentiate real content from AI-generated media. Many respondents add that it has degraded their trust in the internet. We have high standards for ourselves and our team. As a part of our ongoing commitment to high-quality and authentic content, nDash has joined the Content Authenticity Initiative (CAI).
TL;DR
- nDash joined the Content Authenticity Initiative (CAI) to promote content transparency and digital provenance.
- CAI tools currently focus on image authentication, with AI-generated text verification coming soon.
- This decision reinforces nDash’s commitment to authentic, high-quality content while preparing users for future standards.
Slowly but surely, we’ve found ourselves not just in a digital world, but the world of AI. Text, images, and now even videos are becoming nearly indistinguishable from content created by humans. The question of “wait – is this real?” is front and center.
Marketers and brands now find themselves in the unique position of having to verify the origins and integrity of their content.
What is the Content Authenticity Initiative (CAI)?
The CAI was founded in 2019 by Adobe alongside founding partners like The New York Times and The Associated Press. Adobe continues to lead CAI through its mission of promoting digital content provenance, or the ability to trace the earliest origin of a piece of content.
As of late 2024, the CAI has expanded to over 4,000 members from civil society, media, and tech. We’re proud to share membership alongside Getty Images, Canon, Panasonic, Shutterstock, and many more.
CAI developed a tool that allows users to track a piece of content’s creation. It shows its origin and its creator.
How CAI Works Today
At this time, CAI’s open-source tools focus on image authentication by embedding secure metadata directly onto image files. Through these tools, CAI helps creators and websites track and verify a photo’s origin, any edits, and publishing history.
As you can imagine, the tool also helps media outlets, marketers, and audiences differentiate between authentic imagery and AI imagery. That capability is massive for building and maintaining trust and combating mis- and disinformation.
Why CAI Matters to Content Marketing Managers
Deepfakes and voice cloning now easily infiltrate websites and social media platforms; trust and transparency have never been more important. We believe it’s no longer an option. A study by Getty Images found that nearly 90% of consumers want transparency on AI images.
Content provenance helps maintain reputations, supports ethical marketing practices, and bolsters customer trust.
Why nDash is Joining the CAI
At nDash, original and high-quality content has always been the blueprint. Membership with the CAI is a natural evolution of this mission and reinforces our firm stance on honest and ethical use of AI.
The future of content marketing depends on total transparency. It’s less about policing AI and more about being upfront about how content is created.
Leveraging CAI Membership Benefits
As members, we now have access to members-only events, working sessions, and community discussions.
We can now also use CAI brand assets to showcase our involvement and inclusion in the CAI member directory. Such inclusion is a great step for nDash’s credibility and participation in shaping the future of content transparency.
The Future: From Images to Text Content Verification
CAI currently focuses on image authenticity, and the next logical step is to expand into text verification. This kind of tool would be a massive boon for marketers and media outlets. They’d finally be able to categorically determine if humans or AI created written content.
Provenance standards may evolve to include text, with potential tools like watermarking and metadata for written content.
What This Could Mean for Brands and Freelancers
Verification tools for text help freelancers attest to the originality and authorship of their work. AI-generated content verification for text would also expand differentiation opportunities for freelance writers who write only original works.
The nDash team plans to stay ahead of these developments to help support our freelance writing community.
What This Means for nDash Customers and Writers Right Now
For the moment, nDash’s CAI membership won’t impact the day-to-day workflow of both brands and freelancers. It simply reaffirms our commitment to authenticity.
The nDash team plans to participate in CAI events and working sessions to learn from leaders in this space. We will share future best practices as they emerge and as new standards take shape.
nDash will continue to push for trustworthy content creation while staying ahead of the curve on industry standards.
Why This Matters
- Marketers gain proof points that strengthen customer trust in an AI-driven content environment.
- Freelance writers can safeguard the value of their originality when text verification standards are introduced.
- Brands partnering with nDash benefit from early adoption of content transparency standards.
- Audiences will know content on nDash is rooted in integrity, not misinformation.
- nDash demonstrates leadership by aligning with global digital content provenance efforts.
Building Trust Through Transparency
Joining the Content Authenticity Initiative is a proactive step toward a future where it’s possible to verify all pieces of content.
When CAI expands its focus to text content, the team will be ready to help marketers and writers navigate those changes. Ultimately, the mission remains the same: connect brands and marketers with elite freelance writers.
FAQ: Content Authenticity Initiative (CAI) and nDash
What is the Content Authenticity Initiative (CAI)?
A global coalition founded by Adobe, CAI sets standards for digital content provenance and content transparency, helping audiences verify where media originates and how it was edited.
Why did nDash join the Content Authenticity Initiative?
To show commitment to authentic content and support future AI-generated content verification tools that benefit marketers and freelance writers alike.
How does CAI verify content today?
With open-source tools that embed secure metadata in images. Doing so makes it easier to separate authentic imagery from AI-generated content.
Will CAI also cover text in the future?
Yes. Standards for AI-generated content verification in text are expected, including watermarking and metadata, which will help prove authorship of written work.
What does CAI membership mean for nDash users now?
No workflow changes today, just reassurance that nDash is preparing customers and writers for the future of content transparency.
About the Author
Katie Major is a versatile marketing professional with a passion for content creation and strategic storytelling. She leads creative initiatives as Lead Creative at Major Marketing and serves as a Content Strategist and Copywriter at Katherine Major Creative. To learn more about Katherine — and to have her write for your brand — be sure to check out her nDash profile page.