Sharon Knolle, The Wrap; AI Copyright Issues ‘on Shifting Sands’ but Legal Protections Are Coming, Experts Tell PGA Produced By Conference
"Renard T. Jenkins — a former Warner Bros. Discovery exec who’s now president and CEO of I2A2 Technologies, Labs and Studios — said his company is working to help create an infrastructure to help with authenticating content.
“Back in the old days, you had watermarks,” he said, noting that file-based content can be altered to remove information about the original creator. “What we are attempting to do is create an infrastructure and ecosystem that would allow us to track every single iteration of a piece of content from its origins all the way through the distribution.”
For that to happen, the PGA and other organizations would have to agree to a new standard. “It’s a very heavy lift,” he said, comparing the necessary level of cooperation to a cross-mafia agreement, describing it as the “five families of Hollywood coming together.”
He also suggested that blockchain technology could be used to “audit and track” every change to a piece of content. It’s the same tech used for Bitcoin and the much-maligned NFT digital assets."
