Shutterstock will help create mechanisms to tackle misinformation and provide precise details about the authenticity and provenance of content at scale

NEW YORK, July 25, 2023/PRNewswire/ — Shutterstock, Inc. (NYSE: SSTK), a leading global creative platform providing high-quality content and full-service creative workflow solutions for transformational brands, digital media, and marketing companies, today announced its participation in the Content Authenticity Initiative (CAI). Through its participation, Shutterstock will support the CAI’s goal of addressing the prevalence of misleading information online through the implementation of technical standards to certify the source and history of media content through the integration of Content Credentials.

Shutterstock intends to integrate the underlying Coalition for Content Provenance and Authenticity (C2PA) standard into its AI capabilities and various creative tools, including its DALL-E-powered AI Image Generator and suite of AI-powered applications to further protect its users with verifiable and tamper-proof information across all forms of content. With Content Credentials, this will include ensuring each asset is certified with secure metadata about its creation, authorship, and edit history. CAI’s free open source standards are intended to ensure that this information is maintained in a metadata trail that spans multiple tools, from asset creation to all subsequent modifications.

“Joining CAI and adopting the underlying C2PA standard is a natural step in our ongoing effort to protect our artist community and our users by supporting the development of systems and infrastructures that create greater transparency and help our users more easily identify what is an artist’s creation versus art generated or modified by AI,” said Dr. Alessandra Sala, Senior Director of Artificial Intelligence and Data Science at Shutterstock. “We are excited to work alongside a roster of industry-shaping organizations with the CAI to embrace this incredible opportunity and responsibility as we take decisive steps that safeguard consumption and improve the verifiability of this new class of content.”

Since its launch, the CAI, led by Adobe, has worked with industry leaders, media and technology organizations, policymakers, academics, and others to increase trust and transparency in digital content. With the rise of AI-generated content, CAI understands that unique opportunities and challenges exist, which prompted the development of its content credential solution, which can now be applied to a range of formats, including images, video and audio, to help consumers make informed decisions about the content they view online. It actively works with its community of members to ensure that technical innovations are based on ethical grounds.

“We are pleased to welcome Shutterstock to CAI as the company brings deep experience in both creative services and ethical approaches to the use of AI in various forms of art,” said Santiago Lyon, Head of Advocacy and Education for the Content Authenticity Initiative. “Shutterstock joins a growing standards body that looks forward to your support and contributions as we strive to establish greater trust across the evolving digital media ecosystem.”

Joining CAI and adopting the underlying C2PA standard is the latest in several strategic steps Shutterstock has taken as one of the leading innovators bringing ethical and responsible AI advances to the creative industry. Earlier this month, Shutterstock announced its offer to provide enterprise customers with full compensation for the license and use of generative AI images on its platform. Shutterstock also recently announced its partnership with the United Nations’ ITU AI for Good to support the development of ethical AI models, tools, products and solutions. Dr. Sala and Shutterstock CTO Sejal Amin delivered keynote addresses at the AI ​​for Good Summit in Geneva earlier this month, discussing the company’s views on content authenticity, provenance and transparency.

In addition, Shutterstock launched its first Contributor Fund in October 2022, which, to date, has compensated hundreds of thousands of artists, with payments expected to millions more, for the role their IP content has played in shaping Shutterstock’s generative technology and has provided artists with ongoing royalties tied to licensing activity for newly generated assets. Prior to the Contributor Fund, Shutterstock also launched The Create Fund, which provides historically excluded artists with financial and professional support to help close access gaps, fill content gaps, and promote diversity and inclusion within its content library, network of contributors, and through generative AI training models.

As a trusted partner, Shutterstock also collaborates with NVIDIA, Meta, OpenAI, LG, and other technology industry leaders to develop foundational generative AI tools and standards for 3D, image, and text creators.

About ShutterstockShutterstock, Inc. (NYSE: SSTK) is a premier partner for transformational brands, digital media, and marketing companies, empowering the world to create with confidence. Powered by millions of creators around the world, a growing data engine, and a fearless approach to product innovation, Shutterstock is the leading global platform for licensing the largest and most diverse collection of high-quality 3D models, videos, music, photos, vectors, and illustrations. From the world’s largest content marketplace, to editorial access to breaking news and top-tier entertainment, to the all-in-one content publishing platform and studio production service, all using the latest in innovative technology, Shutterstock offers the most comprehensive selection of resources to bring storytelling to life.

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