Feature Article: DAM vs. Deepfakes: Securing Trust in the Age of Image Manipulation

Paul Melcher, visual technology consultant and founder of visual tech magazine Kaptur, has kindly contributed a feature article entitled ‘DAM vs. Deepfakes: Securing Trust in the Age of Image Manipulation‘.  In this engaging piece, Paul examines the ever-increasing risk of deception posed by the meteoric rise of synthetic media, generative AI and deepfake video and audio, and how DAM is an ideal position to provide the “ground truth” for digital content amidst a growing uncertainty surrounding its genesis, provenenance and intention.

The rapidly evolving field of deepfake and AI-generated image detection opens new avenues for protecting digital assets. Integration of these technologies with DAM systems could significantly enhance verification processes. Additionally, blockchain technology could offer immutable recording of digital assets, adding another layer of defense.”  [Read More]

With thoughtful insights regarding security and emerging best practice, Paul makes a convincing argument for how DAM, in tandem with third-party authentication tools, can be equipped to adopt the role of a digital asset sentinel.  You can read the full article at the link below.


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  • Great article Paul!

    YES there is a lot of focus within the current rush to market with GenAI content generation to safeguard against Deepfakes. Several of Adobe’s recent releases where they discuss the development of their new GenAI solution Firefly, suggest that they will include clear attribution of provenance into the metadata trail. This will also form a basis for some of the commercial aspects of GenAI, as the sources that have been drawn upon will all need to be properly licensed and paid for.

    Luckily there is already quite a wealth of experience regarding this assembly of content into a final piece of work. The music industry has already established clear guidelines for how sampled content (i.e. music) can be included into another track. The same copyright laws that have guided the music industry and in effect for other streams of content such as images and videos.

    Look forward to your next article.
    Thank you

  • I agree with your assertion that the rise of deepfakes and AI-generated images is reshaping the trust architecture of the digital world, and that DAM systems are no longer just functional necessities but critical repositories of a business’s ground truth. The potential threats posed by deepfakes and AI-generated images to businesses managing digital assets are indeed significant. They can convincingly mimic or create unique branded content, individuals, or narratives, striking at the very core of digital trust and authenticity. This could potentially cause irreversible damage to a company’s brand image and financial health. However, I appreciate youroptimism about the role of DAM systems in addressing this challenge. The incorporation of AI-based content verification tools in DAM systems can authenticate digital assets, verify their sources, and preserve content integrity. The enforcement of governance in these systems ensures meticulous scrutiny and documentation of any asset manipulation. The discussion on emerging technologies such as blockchain and invisible digital watermarking, and industry standards like those from the Coalition for Content Provenance and Authenticity (C2PA), is particularly enlightening. These defenses against deepfakes and AI-generated images are promising, and their full leverage can protect our assets and ensure our DAM systems remain the unmistakable source of truth.

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