Q: When will the first version of the solution be available? A: The first version of Media Provenance is planned for September. At IBC, we will demonstrate the first end-to-end implementation within the Arbor platform.
Q: Will the solution also actively detect deepfakes, or is it mainly focused on demonstrating the authenticity of our own content? A: The first version focuses on proving authenticity. It combines watermarking with C2PA manifest binding, so content created and published through Arbor can carry trusted Content Credentials. Deepfake detection is planned for a later phase in Q4, through a portal that helps verify whether content is original or manipulated.
Q: Who needs to provide the information about the origin of the content in order to display the Content Credentials badge for an image? A: Arbor can capture this information automatically because our platform is involved from content creation through to publication. That allows us to track the content lifecycle and make Media Provenance much easier for customers to use.
Q: What does implementation require from an organization in terms of costs and capacity? A: We are designing Media Provenance as a turnkey solution, so organizations do not need a large internal team to implement it. We also want to make it accessible for public institutions of different sizes, with options that can fit different budgets and levels of need.
Q: Are the authenticity data preserved when content is shared or re-uploaded on other platforms? A: When content is published through Arbor, the provenance information remains embedded in the content. If it is shared through third-party platforms, preservation depends on whether those platforms support C2PA. To provide an extra layer of protection, Arbor also adds invisible watermarking, which can help reconnect shared or re-uploaded content to the original version hosted on the Arbor platform.
Q: Could the Content Credentials validation and logo eventually be integrated into the browser, similar to the HTTPS icon? A: Yes, that is a realistic direction. We believe Media Provenance could become as familiar and important as HTTPS. C2PA is already supported by major technology companies, including Microsoft and Google, so browser-level support is likely to grow over time. In the meantime, Arbor already supports Content Credentials through our player and frontend.
