Welcoming Fujifilm to the CAI

We are thrilled to welcome Fujifilm, one of the world’s leading camera manufacturers, as a member of the Content Authenticity Initiative (CAI) joining more than 3,000 media and technology companies, non-profits, creators, educators, and many others working together to build trust and transparency in our digital ecosystem.

Fujifilm also joins the Coalition for Content Provenance and Authenticity (C2PA) as its newest member. Content Credentials is the open C2PA standard for adding provenance to digital content, enabling content creators, from photojournalists to artist, to attach tamper-evident metadata at the point of creation, and for viewers to verify then trust.

“In recent years, it has become an important global issue to realize a society in which creative and business activities can be conducted with peace of mind by proving the authenticity of photographs and videos,” says Makoto Oishi, Product Planning Manager of Professional Imaging Products, Fujifilm.

“We are moving that mission forward by partnering across the industry to address the spread of misinformation, and we look forward to working with the CAI to help build a more trustworthy and sustainable content ecosystem,” he says. 

Fujifilm will integrate Content Credentials to its GFX and X series line-up of cameras including the GFX100S II.

“Since 1934, Fujifilm has been a well-respected global photography and technology brand and we are excited about the opportunity to work closely together in the field of digital content provenance,” says Santiago Lyon, Head of Advocacy and Education, CAI. “These cross-industry efforts are so important in an era of AI and uncertainty about the origins of digital imagery.”