Adobe co-founded the Content Authenticity Initiative (CAI) in November 2019 with The New York Times and Twitter to build open-source tools and industry standards that let people verify where a piece of digital media came from and whether it has been altered. As of January 2026, the CAI has over 6,000 member organizations including major news outlets, camera makers, tech companies, and social platforms

The CAI promotes adoption of the C2PA open technical standard (Coalition for Content Provenance and Authenticity), which it co-created in 2021 with Microsoft, Arm, Intel, and Truepic. The initiative provides open-source software development kits, a public Chrome browser extension for verifying credentials, and the Adobe Content Authenticity web app (in public beta since April 2025). Members include the Associated Press, BBC, Microsoft, Reuters, Canon, Nikon, Leica, Google, Meta, Amazon, Sony, OpenAI, and Publicis Groupe. The CAI focuses on provenance — recording who created content and with what tools — not on determining whether content is truthful.