Probably Provenance? You Can’t Just Slap a Sticker on It

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We aren’t talking apples in a supermarket here; Provenance can’t just be a sticker we slap on.

C2PA got the instinct right — and made two structural choices that break exactly when provenance starts to matter. "When it matters" now has a date on the calendar.*

In a world where anything can be generated, "what do we trust?" is no longer a philosophical question. Provenance — a verifiable record of where a thing came from and what happened to it — is becoming infrastructure: for media today, for AI systems next. The industry has largely converged on C2PA (Content Credentials) as the answer for media. It's a signed record of a piece of content's origin and edit history, attached directly to the content, developed by a coalition of more than 6,000 member organizationsincluding Adobe, Microsoft, major camera makers, and newsrooms. That is genuinely good engineering aimed at a genuinely...

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