Industry-first solution now allows publishers and media organizations to preserve the digitalhistory of their images across Cloudflare’s global network
DUBAI, UAE, 5th February, 2025: Cloudflare, Inc. (NYSE: NET), the leading connectivity cloudcompany, today announced a new, one-click solution for content creators and publishers toseamlessly preserve the digital history of an image–from how an image was created, and bywhom, to edits and resizes–across the Cloudflare network. By attaching this digital ‘nutritionlabel,’ or Content Credentials, directly to an image, creators can be credited for their work andconsumers can easily verify the origin and alterations of digital content. Content Credentials isbased on standards from the Coalition for Content Provenance and Authenticity (C2PA), anopen technical standard providing publishers, creators, and consumers the ability to trace theorigin of different types of media. In addition, Cloudflare has also joined the Content AuthenticityInitiative (CAI), an Adobe-led community of over 4,000 members globally committed to drivingmainstream support and adoption for Content Credentials as the global standard for contentprovenance and authenticity.The ability to instantly share photos globally on the Internet comes with a potential drawback:once uploaded, it becomes difficult to verify an image’s authenticity. The rise of generativeartificial intelligence (AI) has accelerated this challenge by lowering the barriers to imagemanipulation. It is easier than ever to create highly convincing fake photos, which can make itdifficult for consumers to understand what is trustworthy. If a photo of a celebrity endorsing aproduct or a video of UFOs goes viral, the ability to confirm if it was taken with a smartphone orcamera, or wholly created using an AI tool, can provide critical context to help consumers makeinformed decisions.“The future of the Internet depends on trust and authenticity,” said Matthew Prince, co-founderand CEO, Cloudflare. “By integrating Content Credentials across our global network, we canhelp media and news organizations to verify authenticity and maintain ownership of their work,wherever it moves online. This isn’t just about securing individual images—it’s about givingpublishers the tools they need to preserve trust and remain relevant in the age of AI.””Cloudflare’s implementation of Content Credentials is a major win for Content Credentials,particularly at the final stages of the content creation and management lifecycle” said AndyParsons, Senior Director Content Authenticity at Adobe. “Ensuring these credentials are alwaysavailable at the edge provides valuable ‘trust signals,’ ensuring those who interact with contentonline have confidence in what they engage with, especially with the rise of generative AI anddeepfakes. Cloudflare helps strengthen the integrity of digital content, supporting contentauthenticity for news organizations and journalists, while also enabling creators to maintainproper attribution.”Users of Cloudflare Images, Cloudflare’s image storage and optimization solution, can now with
one click choose to “Preserve Content Credentials,” safeguarding embedded, secure metadataacross the entire global Cloudflare network. Once enabled, if an image is resized or transformedin any way using Cloudflare Images, those transformations are recorded using public keycryptography. Anyone who then views the image, or downloads it directly, can verify its digitalhistory using the Adobe Content Authenticity Inspect tool. With today’s announcement,Cloudflare is helping to drive global scale and adoption of this valuable content provenance andauthenticity standard by making it available across its global network.
