New EU and US laws require machine-readable proof of origin on AI-generated content before it’s distributed. Most marketing and creative operations have significant gaps — and don’t yet know where they are.
AI-generated images, video, and audio must carry machine-readable provenance disclosures before distribution. Applies to any organization reaching EU users — regardless of where it is headquartered.
Covered providers must embed both a visible manifest disclosure and a hidden latent disclosure in AI-generated image, video, and audio content. Enforced by the California Attorney General.
C2PA — the Coalition for Content Provenance and Authenticity — embeds a cryptographically signed record of origin directly into the asset, making provenance tamper-evident and machine-readable throughout its lifecycle.
That provenance record must survive creation, your creative workflow, your DAM, asset transformation, and every distribution endpoint. Most organizations have significant breaks — often in more than one place.
Many AI tools don’t write C2PA manifests. Most organizations have no inventory of which tools produce compliant output.
File exports and format conversions between brief and DAM ingest are unmonitored handoffs with no C2PA awareness.
The most controllable layer — but native C2PA support varies widely. Ingestion, transformation, and rendition generation all need evaluation.
Resize, transcode, and format conversion almost universally strip C2PA manifests. A compliant asset can leave the DAM and arrive at distribution with nothing.
Most distribution endpoints re-encode assets on ingest, stripping remaining manifests. Knowing which channels preserve or strip is essential for prioritization.
A fully C2PA-compliant DAM is necessary — but not sufficient. Remediating only one layer will still fail an audit. AVP maps the full picture.
If any of the following describe your organization, C2PA readiness is a live compliance requirement.
Answering “not sure” to any of these is itself the answer. That’s what the audit is for.
AVP maps your full content supply chain against C2PA requirements, identifies every layer where compliance breaks, and delivers a prioritized remediation plan with clear ownership — so you know what to fix, in what order, and who owns it.
Every AI-enabled tool in your creation stack — which produce C2PA-compliant output, which don’t, and which bring in content of uncertain status from third parties.
The actual path an asset takes from creation to distribution — not the assumed one. Every handoff and conversion documented. Every gap identified.
What your DAM natively supports for C2PA — ingestion, manifest handling, rendition generation — plus your transformation pipeline and distribution endpoints.
Whether your policies, approvals, and documentation would hold up to regulatory scrutiny — and what needs to be created or formalized.
A prioritized action plan — what you can fix internally, what requires vendor changes — with effort estimates and clear ownership for every recommendation.
Since 2006, AVP has helped organizations govern content operations end to end — from creation workflows and metadata strategy to DAM implementation and distribution governance.
AVP has direct ties to the Content Authenticity Initiative and a close working relationship with contributors to the C2PA specification. We understand the standard, not just the regulation around it.
AVP embeds with your team and helps do the work — so compliance is a milestone you reach, not a problem you inherit.
The Critical Role of Content Authenticity in Digital Asset Management
Chris Lacinak with Bertram Lyons — C2PA Working Group contributor — on how provenance standards work in practice and why the DAM is the critical integration point.
Trust, Authenticity & Governance for the AI Age
How AI is reshaping the relationship between content, trust, and governance — and what marketing and creative operations leaders need to do about it.
2025 DAM Executive Forecast: Content Authenticity and C2PA
Industry leaders on why C2PA is moving from emerging trend to operational requirement across the full content supply chain.
Yes, potentially. Like GDPR, the EU AI Act has extraterritorial reach. If you distribute AI-generated content to EU users through any channel, Article 50’s obligations may apply regardless of where you’re headquartered. If your content reaches EU audiences, assume the Act is relevant and confirm with legal counsel.
Possibly. AI is embedded in more creation tools than most teams realize — background removal, generative fill, image enhancement. Assets may be partially AI-modified without feeling “AI-generated.” Your DAM may also be ingesting content from agencies or stock libraries whose AI practices you don’t audit. AVP’s tool inventory phase maps this definitively.
Some platforms have begun adding C2PA capabilities, but support remains limited and varies significantly in depth. Most DAM transformation workflows still strip provenance metadata even on platforms with some C2PA features. Understanding exactly what your platform does and doesn’t support is central to AVP’s platform assessment.
AVP delivers a gap analysis and prioritized remediation roadmap that’s yours to use however makes sense — to present to leadership, or as the foundation for a follow-on implementation engagement. Either way, next steps become a decision, not a mystery.
A 30-minute call is all it takes to get a realistic read on your C2PA exposure — and what closing the gaps would actually require.
We’ll tell you honestly whether this is the right fit — and if it isn’t, we’ll say so.
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