Mathieu Kervenec presenting the Provenancefortrust program at OnDAM Paris 2025, detailing 6 challenges for AI transparency, content authenticity, and C2PA standards on a panel with AFP and CEPIC.
The digital ecosystem is facing a crisis of authenticity. At OnDAM Paris 2025, the Provenancefortrust program took center stage to address the growing need for transparency in the age of generative AI.
Joining the #TrustfulAI panel, we discussed the critical roadmap for media organizations and tech players to secure the future of information.
Strengthening the Global Content Supply Chain
The panel at OnDAM highlighted that "Trustful AI" it’s a requirement. Key industry leaders shared their vision for a verified digital future:
Ethical Frameworks: Sylvie Fodor and Valerie Theveniaud Violette presented the new CEPIC AI guidelines, establishing a standard for ethical AI integration in photography and media.
Cross-Border Collaboration: Isabelle Wirth detailed AFP’s strategic implementation of the C2PA (Coalition for Content Provenance and Authenticity) standards and IMATAG technology to ensure visual authenticity from capture to publication.
6 Strategic Challenges for 2025–2026
As presented by Mathieu K., the Provenancefortrust project identifies six pillars essential for a transparent digital world. These challenges align with the EU AI Act and global standards for digital governance:
Authentication & Trust Chain: Securing the "Source of Truth" throughout the asset lifecycle.
Copyright & Provenance Valorization: Protecting the economic value of human creativity.
Certification & Labeling: Implementing clear "Human vs. AI" indicators for end-users.
AI Transparency & Compliance: Meeting the strict requirements of European and global AI regulations.
Combating Typosquatting: Protecting brand reputation against malicious domain spoofing.
Protection Against Scraping: Preventing unauthorized data harvesting for AI training models.
Join the Provenance Movement
Supported by the French Ministère de la Culture, Provenancefortrust is building the infrastructure for a more honest internet.
We invite global stakeholders to collaborate:
Media Agencies: To co-design and pilot authenticity solutions.
Tech Innovators: To provide the tools that power the trust chain.
Public Institutions: To integrate provenance into the fabric of public digital policy.
Together, let’s make provenance the global standard for digital transparency.