Digital assets generated annually by leading brands
30
%
Of corporate impersonation attacks now use AI deepfakes
Lost to executive impersonation scams in Q1 2025
The Issue: You can’t prove your content is authentic.
As enterprise brands now produce content at an industrial scale, the line between authentic and synthetic has become dangerously blurred, threatening the very foundation of consumer trust. In a world where generative AI can create convincing images, videos, and audio in seconds, and where nobody has any way to verify what they're seeing, scepticism has become standard. So too have related security threats.
The solution: C2PA
An emerging technical standard is rewriting this story. The Coalition for Content Provenance and Authenticity (C2PA) works like a nutrition label for digital content, attaching a tamper-evident manifest to every piece of media that records who created it, what tools were used, whether AI was involved, and what edits were made—cryptographically sealed into the file itself. With support from Adobe, Microsoft, Google, Amazon, Meta, OpenAI, and thousands of other members, C2PA is transforming from a nice-to-have into a non-negotiable infrastructure that restores verifiable truth to the digital supply chain. This is becoming not only a regulatory requirement, but a competitive advantage for gaining consumer trust.
Three reasons why it matters now
Seven moves for the CMO
1
Audit your content ecosystem for provenance readiness.
Map gaps in your DAM, CMS, and agency workflows. Most strip metadata, don’t preserve credentials, or can’t distinguish AI from human-created assets. Conducting the gap analysis is itself illuminating.
1
Audit your content ecosystem for provenance readiness.
Map gaps in your DAM, CMS, and agency workflows. Most strip metadata, don’t preserve credentials, or can’t distinguish AI from human-created assets. Conducting the gap analysis is itself illuminating.
2
Embed C2PA into your marketing technology stack, not around it.
Adobe has integrated content credentials into its GenStudio and Firefly Services. If you’re running an Adobe ecosystem, the capability is already there and just needs to be switched on. If you’re migrating platforms, make C2PA compliance a requirement in your RFP, not an afterthought.
2
Embed C2PA into your marketing technology stack, not around it.
Adobe has integrated content credentials into its GenStudio and Firefly Services. If you’re running an Adobe ecosystem, the capability is already there and just needs to be switched on. If you’re migrating platforms, make C2PA compliance a requirement in your RFP, not an afterthought.
3
Prepare for the EU AI Act now, not in August 2026.
Article 50’s transparency obligations (machine-readable marking, detection tools, compliance documents) take effect in August 2026. The Code of Practice will be finalised in June 2026. Start building labelling infrastructure today if you produce AI content for European markets.
3
Prepare for the EU AI Act now, not in August 2026.
Article 50’s transparency obligations (machine-readable marking, detection tools, compliance documents) take effect in August 2026. The Code of Practice will be finalised in June 2026. Start building labelling infrastructure today if you produce AI content for European markets.
4
Make provenance a brand asset, not just a compliance burden.
The content credentials icon is designed to be as ubiquitous as the copyright symbol. Early adopters who display it prominently are making a statement: we believe in what we make, and we can prove it. In a market that lacks trust this is not just good governance, but good marketing.
4
Make provenance a brand asset, not just a compliance burden.
The content credentials icon is designed to be as ubiquitous as the copyright symbol. Early adopters who display it prominently are making a statement: we believe in what we make, and we can prove it. In a market that lacks trust this is not just good governance, but good marketing.
5
Engage your implementation and technology partners, experts & advisors
Deloitte is in the C2PA coalition, but membership without activation wastes the opportunity. Demand your transformation partners build C2PA compliance into every content supply chain engagement—from DAM to agentic workflows.
5
Engage your implementation and technology partners, experts & advisors
Deloitte is in the C2PA coalition, but membership without activation wastes the opportunity. Demand your transformation partners build C2PA compliance into every content supply chain engagement—from DAM to agentic workflows.
6
Treat content provenance as a cybersecurity control
Brief your CISO. Connect brand safety with security ops. With deepfake impersonation attacks hitting 41% of organisations, content credentials strategy belongs in threat intelligence reviews, not marketing silos.
6
Treat content provenance as a cybersecurity control
Brief your CISO. Connect brand safety with security ops. With deepfake impersonation attacks hitting 41% of organisations, content credentials strategy belongs in threat intelligence reviews, not marketing silos.
7
Build your digital asset forensics capability now
Establish protocols for detecting synthetic content that is misusing your brand. Use C2PA tools to baseline authenticated assets so you can prove provenance and ownership when counterfeits surface.
7
Build your digital asset forensics capability now
Establish protocols for detecting synthetic content that is misusing your brand. Use C2PA tools to baseline authenticated assets so you can prove provenance and ownership when counterfeits surface.
We’re in the C2PA coalition because this is business transformation, not just technology. Transparency and speed aren’t trade-offs, they’re partners. AI frees your creative mind; C2PA protects your brand.
Download the full report
Contacts
Cedric Nabe
Cedric Nabe is a Partner in our Technology & Transformation practice and takes part in developing and managing the growth of Deloitte operational and cyber risk services in the Romandie. Previously Cedric has been working as the Group CISO, Group DPO and business continuity manager of a Swiss private bank. Cedric works across industries and specialises in solving complex operational and cyber risk challenges. His main objective is to advise his clients in defining strategies and operational models that help protect brand and digital assets. In addition, Cedric is a former professional Swiss athlete credited with multiples Swiss championship titles. Throughout his career, Cedric represented Switzerland in many major championships (e.g. the Berlin 2009 World Championships in athletics).
Dannie Ivanova
Dannie Ivanova is a Partner at Deloitte’s Customer & Marketing practice with over 25 years of international experience driving large-scale digital and marketing transformation. She specializes in architecting resilient, end-to-end MarTech ecosystems that drive competitive advantage. By integrating complex platforms—from DAM and CMS to AI-powered agentic workflows—she enables global brands in the Consumer, Retail, and CPG sectors to scale effectively. Known for bridging strategic business outcomes with hands-on delivery, Dannie partners with C-suite executives to modernize marketing operations, implement AI-powered governance, and ensure content provenance and brand safety in an era of synthetic media. Her expertise spans digital strategy, composable architecture, global multi-market operations, and the seamless integration of enterprise technologies.
Marcin Skucz
Marcin is a Managing Director at Deloitte Digital in Switzerland and EMEA Head of Content Supply Chain, where he leads high-profile client engagements at the intersection of creative strategy, martech architecture, and enterprise content operations. His work spans some of the world’s most recognized brands, with a focus on brand experience, content supply chain transformation, and building the systems that turn brand ambition into operational reality. He serves as CMO Program Lead for the Swiss CMO Circle, convening senior marketing leaders around the challenges reshaping their discipline. Outside of client work, Marcin is a musician and songwriter whose creative sensibility informs how he approaches strategy, favoring restraint, specificity, and earned authority over noise.