Dana Rao, Adobe’s general counsel, received unexpected support from Pope Francis in his effort to combat deepfakes.
A fake image of the Pope in a white puffer jacket went viral in March, highlighting the need for transparency in AI-generated artwork. This incident prompted increased membership for the Content Authenticity Initiative, led by Adobe, which aims to provide online images with a nutrition label-like badge displaying their origins.
“We saw membership really grow because people realised the intensity of the problem we were trying to solve,” Rao says. “The papal jacket was a catalysing event.”
The initiative also offers more detailed information and the ability to compare images with their original versions. Adobe has developed Firefly generative AI tools to address ethical concerns such as copyright infringement, and has even offered compensation to companies facing lawsuits for using its features. However, tackling the issue of deepfakes requires collaboration with other companies, and the Content Authenticity Initiative is seeking partnerships with camera manufacturers, news organizations, and rival software makers.
“People don’t believe organisations anymore, and so the solution we’re offering with content credentials is basically saying, ‘Here’s what happened, you decide,'” he says.
The group is also engaging with social networks to integrate informational badges. Amid concerns over the upcoming US presidential election, Rao emphasizes the importance of preventing viral deepfakes from influencing the outcome.