AI and Multimedia Authenticity Standards Collaboration

AI and Multimedia Authenticity Standards Collaboration launches two papers to guide the future of AI integration, today at the AI for Good Global Summit

The AI and Multimedia Authenticity Standards Collaboration (AMAS), a global, multistakeholder initiative led by the World Standards Cooperation has today launched two flagship papers to combat global disinformation, misinformation and the misuse of AI-generated content, at the AI for Good Global Summit in Geneva

The technical and policy papers underscore the urgency for the adoption of International Standards in ensuring a future of responsible use of AI, and lay the groundwork ahead of the International AI Standards Summit taking place in Korea this December

AI for Good is the United Nations' leading platform on AI to solve global challenges.

The International Electrotechnical Commission (IEC), the International Organization for Standardization (ISO) and the International Telecommunication Union (ITU) lead the World Standards Cooperation

Geneva, Switzerland, AI For Good Summit | 11 July 2025 - AMAS, led by the World Standards Cooperation (IEC, ISO and ITU), has today launched two groundbreaking technical and policy papers offering recommendations to guide the governance of AI globally and combat mis-and-disinformation, at the AI for Good Global Summit in Geneva.

The first technical paper offers a comprehensive overview of the current landscape of standards and specifications related to digital media authenticity and artificial intelligence.

The second policy paper provides policymakers with guidance on how to leverage international standards for the effective regulation of the creation, use and dissemination of synthetic multimedia content.

In releasing the papers, AMAS participants are reinforcing their common belief in the need to protect the integrity of information, upholding individual rights and fostering trust in the digital ecosystem by supporting the development of robust technical standards underpinning regulatory frameworks. The aim is to ensure users can identify the provenance of AI-generated and altered content without stifling creativity.

Gilles Thonet, IEC Deputy Secretary-General, emphasized the urgency of this work:

International standards provide guardrails for the responsible, safe and trustworthy development of AI, making them invaluable tools for regulators and policymakers worldwide. As well as offering capacity building and guidance, these white papers lay the foundation for systems that prioritize transparency and human rights by mapping existing standards and highlighting gaps where they are needed to restore trust in AI-generated and multimedia content online.

Silvio Dulinsky, ISO Deputy Secretary-General, highlighted the collaborative imperative:

People need practical, scalable solutions and tools that can equip them to prevent, detect and respond to challenges caused by AI-generated synthetic media. These papers cut through the complexity and offer actionable guidance using international standards, enabling global interoperability.

Bilel Jamoussi, Deputy Director of the ITU Telecommunication Standardization Bureau, underscored the relevance to policymakers and regulators:

As governments navigate new challenges around synthetic media, standards to verify authenticity and provenance will provide them with the technical tools essential to cohesive action internationally.

Participating organizations in the papers include IEC, ISO, ITU, the Coalition for Content Provenance and Authenticity (C2PA), JPEG Group, EPFL, Shutterstock, Fraunhofer Heinrich Hertz Institute, the China Academy of Information and Communications Technology (CAICT), DataTrails, Deep Media, and Witness.

Earlier this year, IEC and ISO published the first part of a new JPEG Trust series of international standards. It provides a comprehensive and flexible framework for establishing trust in media, which can also be applied to video and audio.

Rather than deciding what is trustworthy, the new standard describes tools and methodologies that individuals and organizations can use to create their own Trust Profiles. It does this by linking images with their metadata and other provenance data to highlight any attempt to tamper with them. The presence or absence of this information provides contextual information for the establishment of trust in the image.

The papers are launched today at the AI for Good Global Summit in Geneva. Their release highlights the importance of this week's event in amplifying the global conversation about AI, ahead of the 2025 International AI Standards Summit.

The 2025 International AI Standards Summit will take place from 2-3 December 2025 in Seoul, led by IEC, ISO and ITU. By bringing together key stakeholders and experts from around the world, the summit will build a strong foundation for AI governance, advancing the work on creating global standards that promote inclusive and responsible AI development.

Both papers can be downloaded here.

About IEC

The IEC (International Electrotechnical Commission) is a global, not-for-profit membership organization that brings together close to 170 countries and coordinates the work of 30 000 experts globally. IEC International Standards and conformity assessment work underpins international trade in electrical and electronic goods. It facilitates electricity access and verifies the safety, performance and interoperability of electric and electronic devices and systems, including for example, consumer devices such as mobile phones or refrigerators, office and medical equipment, information technology, electricity generation, and much more.

Conformity assessment refers to any activity that determines whether a product, system, service and sometimes people fulfil the requirements and characteristics described in a standard or specification. Such requi

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