Provenance 4 Trust

Provenancefortrust has officially launched, providing the media industry with a platform to verify the origin, authorship and AI-use disclosure of digital content. Developed through a collaboration between six organisations, including CEPIC, the initiative aims to strengthen trust and transparency in an era of rapidly growing AI-generated content.

As part of the Provenance 4 Trust programme, CEPIC has conducted a regulatory compliance study exploring how the platform can support media stakeholders in meeting transparency obligations under the EU AI Act. The findings highlight both the potential of provenance tools for detection and traceability, and the ongoing challenge of implementing legally robust, scalable solutions within editorial workflows.

New data from the European Commission shows that many Europeans still struggle to identify disinformation, as AI-driven content becomes increasingly sophisticated. Initiatives like Provenance for Trust aim to rebuild trust through collaboration, transparency, and stronger content verification frameworks.

CEPIC’s Sylvie Fodor and Marisol Muñiz joined partners in Paris for the kickoff meeting of the Trust My Content consortium, part of the Provenance4Trust project promoting transparency, authenticity, and compliance in digital media. CEPIC members are invited to share their interest in potential use cases ahead of the next project phase.