“As content becomes commoditised, there will be a trend towards authentic, human-created work,” said Scott Belsky at the 2025 Content Authenticity Summit, held last week on Roosevelt Island, New York.

Over 200 authenticity experts from over 150 companies joined together at the Cornell Tech campus in New York City on Wednesday 4th June to share the latest work of those implementing C2PA in the industry.

The theme of the event was real-world implementation of C2PA and spreading the word about Content Credentials, the user-facing brand of the C2PA technology.

The event was co-presented by IPTC along with the Content Authenticity Initiative  (CAI) and the Coalition for Content Provenance and Authenticity (C2PA)

Highlights were:

• The launch of the C2PA Conformance programme, which will allow device and software implementers to be able to obtain certificates on the official C2PA Trust List (after the current Temporary Trust List is shut down later in 2025)
• A talk from Bruce MacCormack of CBC / Radio Canada, Chair of the IPTC Media Provenance Committee, on how the media industry is implementing C2PA, and the importance of publisher branding and organisational stamping of content at publish time to prevent brand hijacking and misattribution of news content
• An in-depth discussion of the IPTC Origin Verified News Publisher programme, including the launch of the IPTC guidance document helping news publishers to implement C2PA
• Another deep-dive workshop looking at which metadata fields should be included in C2PA-signed content. The discussion covered both metadata about the publisher and metadata about the content itself.
• Eight simultaneous tracks of breakout sessions covering device conformance, implementation in the news industry, real-world deployments on Amazon Web Services, work on standardisation with ISO and other bodies, 
• A fast-paced and wide-ranging presentation from UC Berkeley professor Hany Farid on the importance of authenticity and the difficulty of keeping up with deepfake detection in our world of ever-improving generative AI models
• The many and varied discussions among attendees around their own effort to implement C2PA technology within their newsrooms

The most common feedback that we heard from attendees was that participants would have liked to be at all of the breakout sessions at the same time!

The event was held under the Chatham House Rule, which means that detailed recordings will not be available, although anonymised workshop summaries will soon be made available to attendees.

For more information about C2PA, the Media Provenance Committee or the Verified News Publisher List, please contact IPTC directly.