The Content Authenticity Initiative (CAI) describes a new industry-standard attribution model for images, videos and more. But how will it work? And what obstacles would first need to be overcome?

How do we know what we’re looking at hasn’t been manipulated in some way?

This is a question that is now being asked more than ever as we’ve come to appreciate some of the effects of misinformation online. Whether it’s the words we read, the images we view, or the videos we watch, everything we see (and hear) online has the potential to be edited in a way that suits a specific agenda.

This, of course, is not a new issue. Every day, we actively take steps to guard ourselves against what we suspect may