Verifying Content Authenticity in GenAI Landscape 

Welocalize Joins Content Authenticity Initiative to Champion Trust in Multilingual Digital Content

Welocalize joins the Content Authenticity Initiative

Welocalize Joins Content Authenticity Initiative to Champion Trust in Multilingual Digital Content 

As large language models (LLMs) and other generative AI (GenAI) gain traction in content development and make translation of digital content more readily accessible, there’s an increasing need for methods to verify the authenticity of the originating source content.  

Understanding its role in the responsible use of GenAI, Welocalize has announced its collaboration with the Content Authenticity Initiative (CAI).   

Since its launch by Adobe, Twitter, and The New York Times, the CAI has worked with industry leaders, media and tech organizations, policymakers, academics, and others to increase trust and transparency in digital content. The CAI now collaborates with hundreds of organizations, including BBC, Microsoft, and Qualcomm, to develop content attribution standards and tools.  Welocalize became the first Language Service Provider (LSP) to join the CAI community in July.    

“GenAI has fundamentally changed the content creation lifecycle, and it’s crucial to address the resulting concerns surrounding authenticity and ownership of digital content,” comments Chris Grebisz, Welocalize CIO.

“Welocalize works on every part of the GenAI lifecycle, from training to evaluation. Joining the CAI is a natural step to ensure we are not only creators and consumers of GenAI but also thought partners in crafting the industry standard for content authenticity and provenance. LSPs, like Welocalize, play a crucial role in ensuring that multilingual content produced by LLMs retains its integrity, accuracy, and relevance.”

The CAI’s free, open-source standards aim to ensure information is maintained in a metadata trail that spans multiple tools, from asset creation to all subsequent modifications, which spurred the development of its Content Credentials solution. It is actively working across its membership community to ensure that technical innovations are built on ethical foundations.    

“Welocalize is at the forefront of creating diverse content across domains, locales, and modalities. GenAI is embedded into that process, and with that comes the responsibility to set thoughtful standards for content creation. Joining the CAI allows us to work alongside an industry-shaping roster of organizations to help safeguard the consumption and enhance the verifiability of this new class of content,” adds Grebisz. 

About Content Authenticity Initiative 

The Content Authenticity (CAI) Initiative is a group of creators, technologists, journalists, and activists leading the global effort to address digital misinformation and content authenticity. We’re focused on promoting and providing an open, cross-industry approach to media transparency. The CAI has built a cross-industry community with diverse viewpoints to foster discourse and action toward bringing content authenticity into a global practice. Collaborators include Adobe, BBC, Microsoft, The New York Times Co., and Qualcomm.