Among the announcements that will make less media noise but more structural noise is Google's adoption of C2PA Content Credentials. It will work like this: in the Gemini app, users will be able to verify whether an image is an unaltered original from a camera, or whether it has been modified with AI tools. The feature will also arrive in Google Search and Chrome in the coming months.
What changes for people working with content
C2PA (Coalition for Content Provenance and Authenticity) is the technical standard born within Adobe, Microsoft, BBC, and others to certify the provenance of digital content. Until today, it has remained a sector initiative. Its arrival in the most-used search engine in the world turns it into default infrastructure: anyone producing professional content knows that, in the medium term, the absence of credentials will be read as a sign of suspicion.
For journalists, photographers, brands publishing original images, it's time to get familiar with the C2PA flow. For those publishing AI-generated content, it's time to declare it rather than hide it: verification is becoming one click away.