Bruce MacCormack of Neural Transform, who has worked with CBC/Radio-Canada on establishing C2PA, joined a panel in Geneva launching an initiative from the World Intellectual Property Organisation: the Artificial Intelligence Infrastructure Initiative (AIII).

Pronounced “A triple I”, the initiative seeks to bring together representatives from creators and rights holders across industries to work on a common approach to ensuring that creatives are compensated for AI use of their content.

Bruce MacCormack is Chair of IPTC’s Media Provenance Committee, which is working on bringing C2PA technology to the news media industry. Bruce spoke about how his experience at CBC in establishing C2PA can help to bring the industry together to create a set of policies and technical solutions to address an industry-wide problem.

A featured speaker was award-winning musical artist Imogen Heap, who spoke about the importance of metadata for the music industry and creatives generally and of her Auracles project bringing artist data together . Asked if she was optimistic about the future of creative industries, Heap said that she had to be hopeful, because the livelihoods so so many creatives across so many art forms depended on it.

Other speakers at the event included Chris Horton of Universal Music Group, Mark Isherwood of music interoperability standard DDEX, Ana da Motta, Senior Manager Digital Affairs & Artificial Intelligence for Amazon Web Services, Alessandra Sala, Senior Director of Artificial Intelligence and Data Science, Shutterstock, along with Ulrike Till, Director and Kenichiro Natsume, Assistant Director General of WIPO.