Our Director of Media & Entertainment, Maurits Kool, was recently a guest on Emerce TV to discuss one of the most pressing questions of the moment: who will determine which content is still reliable in the future? In a world full of AI and deepfakes, the answer is no longer 'seeing is believing', but 'origin is believing'.
During the conversation at Emerce, Maurits explained that we are at a crucial point. Now that AI-generated content is barely distinguishable from the real thing, digital trust is eroding. According to Maurits, the problem is not the technology itself, but the lack of transparency regarding the source. "We need to move from a world where we try to detect what is fake after the fact, to a world where we prove what is real upfront."
Central to the talk was C2PA (Coalition for Content Provenance and Authenticity). Maurits took viewers through this new global standard. C2PA acts as a digital 'passport' for content.
"It is about provenance: the origin," said Maurits. "With C2PA, the creator and the changes made are recorded at the source—for example, directly in the camera or editing software. This is securely encrypted in the file's metadata." As a result, by 2026, a consumer will be able to view the origin and editing history of a video with a single click, in order to determine whether the content actually originates from the claimed creator.
An important part of the discussion was the influence of tech giants. Maurits emphasized that although parties such as Adobe, Microsoft, and Google support the standard, independence remains crucial. "It should not be the case that a few major players determine what is 'true'. That is precisely why an open standard like C2PA is so important for the democratization of reliable information."
For companies in the Media & Entertainment sector, this is no longer a pipe dream, but a bitter necessity. Maurits explained that Dawn Technology helps organizations embrace these standards now.
"As a brand or media company, your reputation is your most valuable asset. By implementing C2PA, you protect your own content against misuse and offer your audience the guarantee that what they see really comes from you." It is the step from reactively 'putting out fires' to proactively safeguarding your authenticity.
Do you want to know how C2PA will win the battle against disinformation and what Maurits Kool's vision is on the role of Big Tech in this?
Watch the full video on Emerce TV here