As AI images get more realistic, authenticity becomes valuable. The industry's answer is Content Credentials: an open standard (C2PA) that records who made an image, with which camera, and what was changed afterwards.
Adoption is speeding up. In May 2026 Canon rolled out a C2PA workflow for the EOS R1 and R5 Mark II, while Nikon and Sony already support it on professional bodies. On the other side, Google Photos now shows "how this was made" for an image, and OpenAI tags the images it generates with C2PA. Meanwhile, the EU AI Act requires AI-generated content to be identifiable.
For a brand, this means trust. A real product or people shoot with provable origins stands out in a feed full of synthetic images. Truth is becoming a differentiator again.
