Adobe is a global leader in digital marketing and digital media solutions. Since the company’s foundation in December 1982, we have pushed the boundaries of creativity with products and services that allow our customers to create, deploy, and enhance digital content. Our purpose is to serve the creator and respect the consumer, and our heritage is built on providing trustworthy and innovative solutions to our customers.
With the increasing volume and velocity of digital content creation, including synthetic media, it is critical to ensure transparency, understanding, and trust in what we are consuming online while empowering consumers. Adobe feels a responsibility to support the creative community, and society at large, and is committed to finding solutions that address the issues of manipulated media and tackle disinformation.
As such, content provenance is a major focus for Adobe and the work we lead on the Content Authenticity Initiative (CAI). We are focused on cross-industry participation, with an open, extensible approach for providing media transparency to allow for better evaluation of content.