For the past few years, the conversation around content authenticity in media has been smothered by a single acronym—C2PA (the Coalition for Content Provenance and Authenticity). On paper, the C2PA—founded in 2021 by Adobe, Arm, BBC, Intel, Microsoft, and Truepic—promises a future where every piece of content has a secure, verifiable origin. However, in practice, the C2PA’s reliance on fragile metadata and centralized signatories is coming under scrutiny. Refreshing takes on content authenticity during a Streaming Media Connect panel, “In AI We Trust?”, from start-ups Stringr and OpenOrigins, painted a picture of an industry grappling with the gritty reality of keeping content authentic in an AI-infested media landscape. As a metadata-based standard, C2PA works fine in controlled environments, such as…