In an age where AI can be used to fabricate entire news stories and deepfakes blur the line between real and fake, trust continues to be a media organization’s most valuable currency. That’s why we in CUE put authenticity front and center – with built-in support for Content Credentials in CUE DAM.
AI tools are evolving rapidly and are becoming more powerful, affordable, and accessible by the day. For media, this presents a paradox: while AI can enhance productivity, it also introduces new risks to editorial integrity. Verification of assets – a cornerstone of journalism – is under unprecedented pressure.
Adversaries increasingly use AI to manipulate content, and that risks even low-profile assets slipping through editorial checks. The stakes are high: Misinformation spreads faster than ever, and media organizations must defend their credibility with every piece of content they distribute.
Unlike off-platform or third-party AI tools, CUE's native AI integrations keep your newsroom in control. Whether you’re using custom-built tools or external services, CUE ensures:
- Full traceability of who did what
- Clear attribution of AI-assisted content
- Secure workflows that protext sensitive material
- Compliance-ready tracking for jurisdictions requiring AI disclosure
And now, with the Inari release, CUE DAM supports Content Credentials – an important leap forward in content authenticity.
The Coalition for Content Provenance and Authenticity (C2PA) is an open technical standard that helps news media, creators, and consumers verify the origin and edits of digital content. This is done through the Content Credentials (CR) mark – a cryptographic label embedded in assets.
Members of the C2PA Steering Committee include industry leaders like the BBC, Adobe, Google, and Microsoft, underscoring the credibility and adoption of this standard.
Content Credentials (CR) help your newsroom assess the trustworthiness of incoming assets and verify the authenticity of your own content. They can include:
- Author and copyright metadata
- Links to owned channels (e.g., your websites)
- Requests to exclude content from AI model training (similar to robots.txt)
This empowers media organizations to protect their IP and maintain editorial standards – even in a world flooded with AI-generated material. Of course, as we know, it is up to the companies behind the AI models to respect your copyright in the first place.
While CR is a powerful signal for assessing authenticity of assets, it’s not foolproof, and your newsroom must remain vigilant:
- Not all AI tools embed CR tags.
- Tags can be stripped via screen. capture or analog recording ("the analog hole").
- Some apps could falsely label AI-generated content as human-made.
The industry is responding with additional signals – like depth mapping and other sensor validation – to strengthen authenticity checks. Notably, Samsung’s Galaxy S25 and Google’s Pixel 10 now support CR natively in their camera apps.
Supporting Content Authenticity in CUE is yet another step we’ve taken to keep you in control when it comes to the use of AI:
In 2023, we added annotation for AI generated content in our Storyline editor, allowing you to see when text had been modified by AI. In the second quarter of 2025, we extended the asset editor panel for metadata to specifically show metadata from external services, including AI, allowing users to determine how trustworthy the metadata is. And when you use the AI image analysis feature to automatically enrich your asset metadata, including descriptions, keywords, object and person recognition, OCR (Optical Character Recognition) and more, you set the confidence thresholds, and we show you how accurate AI believes the tags to be. With semantic tagging, we likewise show confidence scores, and even support feedback loops, so you can ensure that your tags get better with time.
And that is the backbone of what makes AI scale across editorial teams, formats and workflows in CUE. With prompt-chaining, support for custom models, and more, CUE offers AI in a controllable, configurable and not least trustworthy workflow that actually supports the journalistic workflows, reduces errors, and empowers your newsroom to distribute stories in a timely manner.
Ready to take control of your content's integrity?
Reach out to us to see it in action by requesting a demo of CUE – the media enterprise platform for modern media operations.