At Adobe Max’s Sneaks event, the firm unveiled Project “Know How,” which can recognize the owners of photos and videos on the internet and on actual printed materials.
The Verge claimed to have seen an early development demo of the tool that showed Content Credentials data on a texture-heavy object, like a tote bag, in an image that was captured on camera.
The tool’s foundation is Adobe’s Content Credentials, which gives content a digital tag with metadata that identifies its source. Additionally, this can determine where the content was posted and whether it was produced and/or altered using artificial intelligence.
Even if other identifying metadata has been eliminated, Know How can assist creators in proving ownership when they add content credentials to their photos or movies.
It’s important to remember that Know-How might never be made completely available for purchase. But given Adobe’s recent promotion of its content credentials technology and the problems with content ownership and disinformation that characterize the AI era, it’s possible that these functionalities will be made available in some capacity in the future.
The simple notion could calm creative wanting to demonstrate ownership in an AI-dominated world, as artists and designers frequently see their work shared without attribution on social media sites like Instagram or Pinterest.
Project Know-How Could Aid in Stopping the Spread of Political Misinformation
According to Adobe, Know How can also retrieve the original footage for any modified or out-of-context videos.
For instance, during the current US presidential election, this could help stop films from being altered and used to disseminate harmful false information. Because of this, Adobe claims that local governments are already using or are thinking about implementing Content Credentials.
Adobe’s attempt to regain the trust of creatives is through content credentials.
After locking users into subscriptions and pushing generative AI technologies, Adobe has lost the trust of creatives. The release of this tool and its push for content credentials could help the business regain that trust.
In the first quarter of 2025, Adobe is set to release a free content authenticity online application in public beta. In addition to allowing creatives to choose not to have their work used to train generative AI models, it will apply attribution data to photos and videos.
Anyone with a free Adobe account can use the app, which will also have an Inspect tool that can verify whether content on a website has Content Credentials applied and examine editing history.
Adobe released a Google Chrome extension called Content Authenticity on October 8th, enabling users to check any webpage’s content for credentials.
