Microsoft Launches Content Credentials to Combat AI Deepfakes Online

What Happened

Microsoft has introduced a content credentials feature designed to help users confirm the authenticity of images they encounter online. Announced amid growing concerns over AI-generated deepfakes, the tool attaches metadata to images indicating when, where, and how the content was created or modified. This digital watermark follows the photo across platforms, letting viewers verify if an image is AI-generated or altered. Microsoft plans to integrate this technology across its products and encourage adoption among third-party platforms, in collaboration with the Coalition for Content Provenance and Authenticity (C2PA).

Why It Matters

This move addresses the proliferation of fake content and misinformation enabled by advanced AI tools. By making digital origins and edits traceable, Microsoft aims to strengthen trust in online media, support responsible AI use, and help users identify authentic information. Read more in our Tech Innovation Hub