Adobe, Twitter and the NYT team up to create an image credit attribution system to curb hoaxes

Adobe, Twitter and the NYT team up to create an image credit attribution system to curb hoaxes
Image from Pixabay

When it comes to giving attribution to other people’s creations, social media practices do not stand out precisely for respect and for granting credit. On the contrary, on social media and even in the media every day we see the unscrupulous use of content generated by others who are neither asked for permission to use their work nor are they quoted. It’s something we recently reviewed with the case of

In this sense, Adobe, Twitter and the New York Times have announced that they are working on a system to add attribution to images, so that it collects who has created a particular content, and if it has been modified by other users. With this mechanism, Twitter could offer, for example, a tag of who a content belongs to, although no in-depth technical details have not yet been revealed.

Content Authenticity Initiative, a mysterious solution that also claims to fight with fake news

The name of the technology they are developing is the Content Authenticity Initiative (CAI), and Adobe is mainly focused on it from the point of view of authenticity. Marc Lavallee of the New York Times stated in his presentation that “discerning trustworthy news on the Internet is one of the biggest challenges facing news consumers today.” That is, with the development of CAI, the New York Times seeks an approach to curb misinformation that marries quite well with social media events.

When there are riots or attacks, it is very common to see on Twitter surprising and shocking photos that in many cases have little to do with the moment to which they are said to belong, and in many cases not even to the country or place mentioned. That leads to conspiracy theories appearing that no matter however much they demise, they heat up. If the photos can establish an identifier that proves more details and cannot be disassociated from the work, this reality could improve. What they’ve shown on a credit tag in an edited image with Lightroom and Photoshop.

The problem is that, as we said, it is unknown how this can work in practice. Above all, if the system does not integrate with manufacturers of cameras and more applications beyond those of Adobe (although Adobe wants it to expand). It will also be necessary to see how it affects the editing of the images, because, as they point out in The Verge, this could be uncomfortable and lack of flexibility like that which characterizes other DRM (Digital Rights Management) systems. In addition, it will be necessary to see how difficult it is to eliminate that label, and with which displays it is compatible.

Adobe has opened an encryption system for more companies to join the development and support of CAI, but not even that explains much of what it will entail and how it will be carried out. They expect to tell the details in depth in a dedicated event that will take place in the coming months.
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Jiya Saini
Jiya Saini is a Journalist and Writer at She has been working with us since January 2018. After studying at Jamia Millia University, she is fascinated by smart lifestyle and smart living. She covers technology, games, sports and smart living, as well as good experience in press relations. She is also a freelance trainer for macOS and iOS, and In the past, she has worked with various online news magazines in India and Singapore. Email: jiya (at) revyuh (dot) com