C2PA was designed for authenticity - now it is used to label deepfakes

Have you heard of C2PA or Content Credentials? It’s a standard designed to help people understand how digital content was created and changed, and personally I think it is awesome 🚀

But are we using it the way we should?

This is my issue:

AI companies are using C2PA to label generated content, and they are ENORMOUS. OpenAI alone creates more than 3 billion images per week!

So based on a purely statistical point of view: if you see content with C2PA it's most likely a deepfake 😅

The A in C2PA is for authenticity - but is that actually what it represents? 😬

How should we use provenance standards like C2PA?

If a Content Credential shows that an image was AI-generated and then followed by a long and detailed editing also with AI, how valuable is that information to the person seeing it?

Does it help people understand what they’re looking at—or can the credential create a misleading impression of authenticity?

And is it AI-branding in disguise?