How Digital Provenance Can Help Us Know What Content to Trust
Learn what digital provenance is, how content credentials and cryptographic signatures help verify digital content, and why provenance matters in the age of AI.
TECHNOLOGY
8/18/202621 min read

We have reached a point where simply looking at something online is no longer enough to know whether it is genuine.
A photograph can be generated by artificial intelligence in seconds. A person's voice can be recreated from a short audio sample. A video can be altered to make someone appear to say or do something that never happened. Even written content can now be produced at a scale that would have been difficult to imagine a few years ago. This doesn't mean that everything we see online is fake. It means that the appearance of digital content is no longer enough to establish its authenticity.
So, how can we make better judgments about the content we see?
One increasingly important answer is digital provenance.
Digital provenance provides information about the origin and history of a digital asset. It can help us understand who created content, when it was created, what tools were involved and whether the content was subsequently modified. In an internet increasingly shaped by generative AI, this information could become an important part of how we establish digital trust.
What Is Digital Provenance?
Digital provenance is essentially the documented history of a digital piece of content. Think about buying an expensive product. You might want to know who manufactured it, where it came from, whether it has been repaired and whether it is an authentic product.
Digital provenance applies a similar idea to digital assets. For an image, for example, provenance information could potentially tell us that it was captured using a particular camera, edited using particular software and later published by a specific organization. The idea is not simply to label something as "real" or "fake." Instead, digital provenance provides additional evidence about where content came from and what happened to it.
This distinction is important because authenticity can mean different things.
A photograph may be an authentic photograph created by a real photographer but still contain misleading information in its caption. Similarly, an AI-generated image can be genuinely identified as AI-generated even though the scene depicted in it never existed. Digital provenance helps us understand the history of the asset, rather than automatically determining whether every claim associated with it is true.
Why Digital Provenance Matters More in the Age of AI
Generative AI has changed the way digital content is produced. Creating an image once required a camera, a designer or an illustrator. Today, someone can simply describe an image in a text prompt and receive a highly realistic result within seconds. The same applies to video and audio. This has enormous benefits, allowing businesses to produce marketing materials faster, creators to experiment with new ideas and organizations to develop content that previously required significant time and resources. However, there is another side to this development. As synthetic content becomes increasingly difficult to distinguish from human-created or camera-captured content, trust becomes a bigger challenge. When you come across an image claiming to show a major event, for example, it is no longer enough to ask whether it looks realistic. You may also want to know who created it, when it was created, whether it was captured by a camera or generated using AI, whether it was edited, which software was used, who published it and whether the original content has been modified. This is where digital provenance becomes particularly useful, as it provides important context about a piece of digital content and helps people better understand where it came from and how it has been handled over time.
How Does Digital Provenance Work?
There isn't one single technology responsible for digital provenance. Instead, digital provenance works through a combination of technologies and processes that record and preserve information about digital content. The process can be understood in a few simple steps, starting with the creation of the content and continuing through editing, publishing and verification.
Step 1: Content is created. When an image, video, audio file or document is created, information about its origin can be recorded. For example, an image captured using a camera may contain details about the device, date and time of creation and other information associated with the original file.
Step 2: Information about the content is recorded. This information is often stored as metadata, which is essentially data about a digital file. Metadata can provide details such as when the content was created, which device or software was used and whether the file has been edited. This gives users additional context beyond what they can see or hear in the content itself.
Step 3: Changes and edits can be documented. Digital content often passes through several stages before it reaches the audience. An image may be cropped, enhanced or edited, while a video may go through multiple rounds of production. Digital provenance can help maintain a record of these changes, making it easier to understand how the content evolved from its original form.
Step 4: Cryptographic techniques can help protect the record. Traditional metadata has weaknesses because it can sometimes be removed or modified when files are edited, compressed, uploaded to websites or converted into different formats. Digital provenance can go further by using cryptographic techniques to help protect the integrity of provenance information. A cryptographic signature can work somewhat like a digital seal, helping establish whether the information associated with a piece of content remains consistent with the original record.
Step 5: The provenance information can be verified. When someone receives or views the content, provenance information can potentially be checked to understand where it came from and what happened to it along the way. If the record indicates that a file was created by a particular device, edited using specific software and later published by a particular organization, users have more context for evaluating its authenticity.
It is important to understand that digital provenance does not make manipulation impossible. Instead, its purpose is to make the history of digital content more transparent and make unauthorized or unexpected changes easier to identify. In an environment where AI-generated and heavily edited content is becoming increasingly common, that additional layer of information can play an important role in helping people make more informed decisions about what they see online.
What Are Content Credentials and How Do They Relate to Digital Provenance?
If you've been researching digital provenance, you will probably encounter the term Content Credentials. Content Credentials are designed to provide information about the origin and history of digital content, helping users understand how a piece of content was created, what changes were made to it and, where supported, which tools or technologies were involved in its creation or editing.
The connection between Content Credentials and digital provenance is fairly straightforward. Digital provenance refers to the broader concept of tracking and establishing the history of digital content, while Content Credentials provide a standardized way of recording and communicating some of that information. In other words, Content Credentials can act as a visible and verifiable representation of provenance information associated with digital content.
The Coalition for Content Provenance and Authenticity (C2PA) has developed an open technical standard for creating and verifying provenance information. The standard provides a framework for attaching signed provenance data to digital content so that compatible systems can check whether the information has been altered.
For example, imagine a photographer captures an image and then adjusts its brightness and crops part of the frame before publishing it online. Instead of simply seeing the final version, a provenance record could potentially document the content's journey as Camera capture → Original image → Editing → Published version. If an AI tool was used during one of these stages, the provenance information could potentially record that as part of the content's history, depending on how the tool and workflow implement the standard.
This can give users much more context than simply looking at the final image. Rather than asking only, "Is this image real?", they can also consider questions such as where did it come from, what happened to it and which tools were involved? That distinction is important because provenance is not necessarily a declaration that content is "real" or "fake." Instead, it provides information that can help people better understand the content's origin and history.
For businesses, publishers, journalists and creators, this additional layer of transparency can become increasingly valuable as AI-generated and AI-assisted content becomes a normal part of digital workflows.
Digital Provenance Is Not the Same as AI Detection
Digital provenance and AI detection are often treated as if they solve the same problem, but they approach content authenticity from different directions. Understanding this difference is important, especially as AI-generated images, videos and written content become increasingly common online.
AI detection focuses on identifying whether content was generated or manipulated using artificial intelligence. In simple terms, an AI detection system might analyze an image and ask, "Does this image appear to have been generated or significantly altered using AI?" The system may look for patterns or characteristics associated with AI-generated content and provide an assessment based on those signals.
Digital provenance, on the other hand, focuses on the origin and history of the content. Instead of trying to determine whether something "looks AI-generated," a provenance system can provide information about where the content came from, how it was created and what happened to it afterward. For example, a provenance record might indicate that an image was captured using a particular camera, edited using specific software and later published by a particular organization. If an AI tool was involved and that information was recorded, it could potentially become part of the content's provenance history.
The two approaches could support each other. AI detection can be useful when provenance information is unavailable, particularly when someone encounters content without any trustworthy history attached to it. Digital provenance can provide context that AI detection alone cannot establish, such as the creator, creation process, editing history or tools used during production.
There are limitations to both approaches, which is why businesses and publishers should avoid treating either one as a perfect solution. AI detection can produce uncertain results, while provenance information may not always be available or may cover only part of a content's history. A more reliable approach is to consider multiple signals together, including provenance records, source information, contextual evidence and, where appropriate, AI detection.
As digital content becomes easier to create and manipulate, the goal should not be to find one technology that can declare everything "real" or "fake." Instead, digital provenance and AI detection can work together to give people more information and better tools for evaluating what they encounter online.
Can Digital Provenance Prove That Content Is True?
This is where an important distinction needs to be made: digital provenance does not automatically prove that content is true. Instead, it provides information about the content's origin, creation process and history. That information can help people evaluate content more effectively, but it does not guarantee that every claim associated with the content is accurate.
Consider a simple example. A journalist takes a genuine photograph at a public event, and the image has reliable provenance showing when and how it was captured. Later, someone downloads the photograph and publishes it with a completely false description, claiming that the event happened somewhere else or that the people in the image were involved in something they were not. The photograph can still have legitimate provenance even though the accompanying claim is misleading.
This is why experts generally view digital provenance as a trust and verification layer rather than a "truth machine." Provenance can help answer questions about where content came from and what happened to it, but it cannot independently determine whether the story, statement or interpretation attached to that content is factually correct.
How Should Digital Provenance Be Used for Verification?
When evaluating important or potentially sensitive content, digital provenance should be combined with other forms of verification. Start by checking independent sources to see whether they provide consistent information. Fact-checking can help evaluate specific claims, while contextual information can reveal whether an image, video or document is being presented in the correct circumstances.
It is also useful to examine the publication history and credibility of the source. Ask who originally published the content, whether the publisher is trustworthy and whether the information has been changed or taken out of context. For images, a reverse image search can sometimes help identify older versions or determine whether the same image has previously been used to describe a completely different event.
The key point is that no single technical signal should be expected to establish the complete truth. Digital provenance can provide valuable evidence about a piece of content's history, while independent sources, fact-checking and contextual analysis can help determine whether the claims surrounding that content are accurate.
Ultimately, the goal of digital provenance is not to tell people exactly what to believe. It is to give them better information about the content they are evaluating, making it easier to ask the right questions and reach a more informed conclusion.
A Simple Example of Digital Provenance
To understand digital provenance more clearly, consider a hypothetical news photograph. A photographer captures an image of a large public event, and information about its creation is recorded as part of the content's provenance. The photographer then makes a minor edit to improve the exposure before submitting the image to a news organization, which reviews and publishes the final version.
Later, someone downloads the published photograph, adds a misleading caption and shares it on social media, presenting it as evidence of something that never happened. If the provenance information has been preserved throughout the content's journey, someone investigating the image may be able to see its original source, understand the changes made to it and distinguish the legitimate editing process from the later modification.
Without provenance information, investigators may have to rely almost entirely on other methods, such as searching for older copies of the photograph, comparing different versions and tracing where the image first appeared online. This can be more difficult, particularly when the content has been repeatedly copied, compressed or altered.
This simple example highlights why digital provenance matters. It does not determine whether every claim made about an image is true, but maintaining a reliable record of the content's history can provide valuable evidence and make it easier to understand what happened to the original content along the way.
Why Digital Provenance Matters for Businesses
Businesses are producing more digital content than ever. A single marketing campaign can involve hundreds of photographs, videos, graphics, advertisements, product images and social media assets. Some of these assets may be created internally, while others come from external agencies, freelancers or AI-powered tools. As these workflows become more complex, businesses need better ways to understand where their digital content comes from and how it has been created or modified.
This is where digital provenance can become valuable. By maintaining information about the origin and history of digital assets, organizations can potentially create greater transparency across their content workflows. For example, a company could maintain provenance information showing whether a product image was photographed in a studio, digitally edited, created or enhanced using generative AI, or modified after it was originally published.
This can be particularly useful when multiple teams or external partners are involved in producing content. Instead of relying on scattered files, emails or manual records to understand how an asset was created, provenance information can provide a clearer history of the content and its different stages of development.
Digital provenance can also support brand trust and accountability. If a customer, partner or regulator has questions about how a particular piece of content was produced, having a reliable record of its history can make it easier for the business to provide relevant context. This becomes even more important for companies operating in industries where transparency, authenticity and reputation play a significant role.
For businesses using generative AI as part of their creative workflows, provenance can also help create clearer distinctions between human-created, AI-assisted and AI-generated content. While provenance alone cannot guarantee that every piece of information is accurate, it can give organizations a stronger foundation for managing digital assets responsibly and communicating more transparently with their audiences.
How Digital Provenance Could Change Digital Marketing
Digital marketing is likely to be one of the areas where digital provenance becomes increasingly relevant. AI is already being used to create advertisements, product visuals, social media content, video scripts, voiceovers and other marketing assets. There is nothing wrong with using AI for as such purposes. In fact, AI can help marketing teams improve productivity, reduce production time and give smaller businesses the opportunity to experiment with creative ideas that may have previously required larger budgets.
The bigger question is not whether brands should use AI, but how transparent they should be about AI-generated or AI-assisted content. As AI-generated content becomes more realistic, audiences may want to know whether the images, videos or other marketing materials they encounter were created traditionally, generated using AI or produced through a combination of both.
Consider two product advertisements for the same product. The first uses an AI-generated image that looks like a real photograph but provides the audience with no information about how it was produced. The second uses a similar AI-generated visual but provides greater transparency about its creation and editing process. While both advertisements may be technically effective, the second approach can give audiences more context about what they are seeing.
This distinction could become increasingly important as consumers become more familiar with synthetic media. People may not necessarily reject AI-generated content, but they may appreciate brands that are open about how their content is created. In this environment, transparency could become a competitive advantage rather than simply a compliance requirement.
Digital provenance could support this shift by providing information about the origin and history of marketing assets. A brand could potentially use provenance information to show whether an image was photographed, digitally edited, generated using AI or modified during the production process. This would not mean adding lengthy explanations to every advertisement; instead, provenance information could provide an underlying layer of context that compatible platforms and tools can make available when needed.
For marketers, this could lead to a broader change in how digital content is produced and communicated. The future of digital marketing may not be about choosing between human creativity and AI, but about combining both while giving audiences greater visibility into how the content they see was created.
Digital Provenance and Deepfakes
Deepfakes demonstrate why digital provenance is becoming increasingly important. AI-powered tools can now manipulate faces, voices and videos with remarkable realism, making it possible to create content that appears authentic even when it has been completely fabricated or significantly altered. A manipulated video, for example, could make it appear as though a person said something they never actually said.
The consequences can be serious for both individuals and businesses. Imagine a fake video appearing online that seems to show the CEO of a company making an offensive or controversial statement. Even if the company later proves that the video is fabricated, the content may already have been viewed, downloaded and reshared thousands of times. The initial damage to the person's reputation or the company's public image may therefore be difficult to reverse.
This is where digital provenance can provide an additional layer of context. If reliable provenance information is available, it may help investigators understand where the original video came from, how it was created and whether it went through documented editing or processing stages. This can make it easier to distinguish between the original source and subsequent versions that may have been manipulated.
However, it is important not to overstate what provenance can do. Digital provenance cannot prevent deepfakes from being created or guarantee that every video circulating online is authentic. A manipulated version may exist outside the original content's provenance chain, and provenance information may not always be available or preserved.
For this reason, organizations should treat provenance as one part of a broader content verification strategy. It can be combined with media verification techniques, cybersecurity controls, trusted publishing systems, source verification and responsible digital communication practices.
Ultimately, the challenge posed by deepfakes cannot be solved by one technology alone. Digital provenance can help establish a clearer history for legitimate content, while other verification methods can help identify and respond to manipulated or misleading media. Together, these approaches can make the digital environment more trustworthy and resilient.
What Happens When Digital Content Has No Provenance?
An important point to remember when evaluating digital provenance is that the absence of provenance does not automatically mean that a piece of content is fake. Millions of legitimate photographs, videos and documents were created before modern provenance technologies became available, so they may naturally have little or no machine-readable provenance information associated with them.
There are also practical reasons why provenance information may disappear. A platform could remove metadata during the uploading or compression process, or a file could be converted into another format that does not preserve the original provenance information. Content that has been downloaded, edited or shared across multiple platforms may therefore lose some of its original history even when the content itself is completely legitimate.
This is why it is important not to think of the situation as "No provenance = fake." A better way to understand it is "No provenance = less information about the content's history." The absence of provenance simply means that you have fewer technical signals available to help understand where the content came from and what happened to it.
When provenance information is unavailable, other forms of verification become more important. You may need to examine the original source, check the publication history, compare the content with independent sources, look for earlier versions and consider the credibility of the person or organization sharing it.
This distinction is important because digital provenance should support critical thinking rather than replace it. Treating the absence of provenance as proof that content is false would create another overly simplistic authenticity test, which is exactly the kind of problem provenance technologies are intended to help address.
How Can You Check Digital Content Before Trusting It?
Technology can help people evaluate digital content, but digital literacy and critical thinking remain equally important. As AI-generated images, videos and other forms of synthetic media become more convincing, simply looking at a piece of content and deciding whether it "looks real" is no longer a reliable way to judge its authenticity.
The first step is to check where the content came from. When you encounter a suspicious image or video, try to identify the original publisher rather than relying on a reposted version circulating on social media. Knowing who originally published the content can provide important context and may make it easier to verify the accompanying claims.
Next, check the date and context. An authentic photograph can still be used deceptively if it is presented as something that happened recently or in a completely different location. For example, an old photograph from a genuine event could be reposted years later with a misleading caption and presented as evidence of a current event.
If the content supports provenance information, check for Content Credentials or other available provenance details. These may provide information about the content's origin, creation process or subsequent edits. However, remember that the absence of provenance does not automatically mean the content is fake.
For images, you can also use reverse image search to look for earlier versions and see how the image has been used over time. This can sometimes reveal that an image was originally published years earlier, appeared in a different context or has been digitally modified.
For important or potentially sensitive claims, look for confirmation from independent and credible sources. If several trustworthy sources report the same event and provide supporting evidence, that gives you a stronger basis for evaluating the claim than relying on a single social media post.
Most importantly, don't judge authenticity purely by appearance. AI-generated content can look remarkably realistic, while genuine content can be edited, cropped or presented without context. A realistic image isn't necessarily an authentic representation of reality. Instead, consider its source, context, provenance and supporting evidence before deciding how much you should trust it.
The Limitations of Digital Provenance
Digital provenance is promising, but it is not a perfect solution for establishing the authenticity or truth of digital content. Like any technology, its effectiveness depends on how widely it is adopted, how consistently it is implemented and how well people understand what its information actually means.
One of the biggest challenges is adoption. Provenance becomes much more useful when cameras, editing software, AI platforms, publishers, content-management systems and social media networks can consistently create, preserve and display provenance information. If provenance is lost at any stage of the content's journey, users may receive only an incomplete picture of its history.
Another important challenge is user understanding. Even when a detailed provenance record is available, people may interpret it incorrectly. Someone might see verified information about where an image came from and assume that the image, along with every claim made about it, must therefore be completely true. However, as discussed earlier, provenance can establish information about a content asset's history without necessarily proving the accuracy of the claims surrounding it.
There is also the challenge of older digital content. A significant amount of the photographs, videos, documents and other material available online was created before modern provenance systems existed. Such content may have no structured provenance information, even when it is completely legitimate. This means the absence of provenance cannot simply be treated as evidence that something is unreliable.
Another limitation is that provenance information can provide only the history that has actually been recorded. If certain stages of a content's journey are missing from the record, users may not have a complete picture of what happened between the original creation and the version they are currently viewing.
For these reasons, digital provenance should be viewed as one component of a larger digital trust ecosystem rather than a standalone authenticity solution. Its greatest value comes when it works alongside fact-checking, source verification, cybersecurity practices, media literacy and responsible publishing. The goal is not to create a system that tells people what is true, but to give them better information and stronger evidence with which to make that judgment.
What Is the Future of Digital Provenance?
As AI becomes increasingly embedded in content creation, digital provenance may eventually become a normal part of the digital publishing process. Instead of provenance being something that only specialists, journalists or technology professionals think about, it could become an invisible layer of information built into everyday digital content.
Imagine opening an image and being able to view its content history at a glance. You could potentially see that the image was originally captured using a camera, edited by a designer, modified using an AI tool and later published by a particular organization. Rather than seeing only the final version, you would have access to information about the different stages the content went through before reaching you.
The same principle could apply to videos, audio recordings, advertisements, documents, product images and other forms of digital media. As content moves through increasingly complex workflows involving humans, software and AI tools, having a reliable record of its origin and transformation could become more valuable.
This could also change the way people think about authenticity online. For years, the central question when encountering digital content has often been, "Is this real?" But as AI makes it easier to create highly realistic synthetic content, that question may become too simplistic. A more useful approach could be to ask, "Where did this come from, and what happened to it?"
That shift is important because digital content is rarely as simple as "original" or "fake." An image may be genuine but edited. A video may be authentic but taken out of context. A marketing visual may be AI-generated but honestly presented as such. Provenance can help provide the information needed to understand these distinctions.
The future of digital provenance, therefore, may not be about creating a system that decides what people should believe. Instead, it could create a more transparent digital environment where users have greater visibility into the origins and history of the content they encounter.
In a world where digital content can be created, edited and transformed with increasing ease, knowing the history behind what we see may become just as important as seeing the content itself.
Expert Advice for Businesses Using AI-Generated Content
For businesses, the best approach is not necessarily to avoid AI-generated content altogether. Instead, organizations should focus on building a transparent and responsible content workflow. As AI becomes part of everyday marketing and creative processes, businesses need clear practices for tracking how digital assets are created, edited and published.
Start by keeping records of original files and major edits made during the content production process. When appropriate, clearly distinguish between original assets, AI-assisted content and fully AI-generated material. This can help internal teams understand how an asset was produced and make it easier to provide context if questions arise later.
Businesses should also consider using tools and platforms that support digital provenance and established provenance standards where they fit naturally into the existing workflow. However, simply adopting a provenance-enabled tool is not enough. Marketing, communications and creative teams should also understand what provenance information can and cannot tell them about a piece of content.
Most importantly, businesses should never use technology as a substitute for human judgment. A provenance record can provide valuable information about an asset's history, but it cannot determine whether a marketing claim is accurate, whether a photograph is being presented in the correct context or whether an advertisement could potentially mislead customers.
For this reason, organizations should combine technology with editorial review, fact-checking and responsible publishing practices. Technology can provide evidence. Humans still need to interpret that evidence. This balance will become increasingly important as businesses rely more heavily on AI to create and distribute digital content.
Digital Provenance Could Become an Important Part of Digital Trust
The internet has always had a trust problem, but generative AI is making that problem more complicated. We now have tools capable of producing incredibly convincing images, videos, audio and text within seconds. This does not make digital content less valuable. Instead, it makes understanding where content comes from, how it was created and what happened to it increasingly important.
Digital provenance offers one possible way forward. By providing information about the origin and history of digital content, provenance can give users additional context when evaluating what they encounter online. Instead of relying entirely on appearance or assumptions, people can potentially look at information about how a piece of content was created, whether it was edited and how it moved through different stages before being published.
However, digital provenance is not a magic solution to the broader problems of online misinformation. It will not eliminate false information, make deepfakes impossible or determine whether every claim published on the internet is true. Its value lies in providing additional evidence and context, which can then be considered alongside source credibility, fact-checking, context and independent verification.
As AI becomes a normal part of digital content creation, this additional context could become increasingly valuable for consumers, businesses, publishers and creators. Knowing whether something was captured, edited, generated or transformed and understanding the journey it took before reaching an audience can help people make more informed decisions about the content they encounter.
Ultimately, digital provenance could become an important part of digital trust in the AI era. It may not tell us exactly what to believe, but it can help us understand what we are looking at and where it came from.
And in a digital world where almost anything can be created or modified, knowing the history behind what we see may become just as important as the content itself when deciding what to trust.
Frequently Asked Questions About Digital Provenance
What is digital provenance?
Digital provenance is information that records or helps verify the origin and history of a digital asset. Depending on the system, it can provide information about who created the content, when it was created, what tools were used and how it was modified.
Why is digital provenance important?
Digital provenance is becoming important because AI can now create highly realistic images, videos, audio and other content. Provenance can provide additional information about the origin and history of that content, helping users make more informed decisions about what they see online.
Does digital provenance prove that content is authentic?
Digital provenance can help verify the origin and history of content, but it does not automatically prove that the information presented in the content is true. Provenance should be considered alongside source verification, context and independent evidence.
What are Content Credentials?
Content Credentials provide information about the creation and editing history of digital content. They are associated with the C2PA standard, which provides a technical framework for recording and verifying content provenance.
What is C2PA in digital provenance?
C2PA stands for Coalition for Content Provenance and Authenticity. It is an industry initiative that develops open technical standards for establishing and verifying the provenance of digital content.
Is digital provenance the same as AI detection?
No. AI detection attempts to determine whether content was generated or manipulated using AI. Digital provenance focuses on providing verifiable information about the content's origin and history. The two approaches can complement each other.
Can digital provenance detect deepfakes?
Digital provenance can provide information about the origin and history of a video or other digital asset, but it isn't a standalone deepfake detection system. Detecting deepfakes may require provenance information, forensic analysis, AI detection and independent verification.
Does content without digital provenance mean it is fake?
No. The absence of provenance doesn't mean that content is fake. Many legitimate digital assets were created before provenance technologies existed, and provenance information can also be lost during distribution. It simply means there may be less verifiable information about the content's history.
How can businesses use digital provenance?
Businesses can use provenance technologies to improve transparency around digital assets, maintain information about content creation and modification, support brand trust and manage AI-generated or AI-assisted content more responsibly.
Why is digital provenance important for digital marketing?
Digital marketers increasingly use AI to create images, videos, advertisements and other assets. Digital provenance can help provide greater transparency about how marketing content was created and modified, which may become increasingly important as audiences become more aware of synthetic media.
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