Vivendi Tackles Digital Content Authenticity in Web 3.0 Era

Vivendi announced new initiatives to protect and promote content from its various businesses. The goal is to ensure transparency and authenticate content produced by humans or artificial intelligence.

This comes as Web 3.0, a decentralized Internet based on blockchain, gains traction. Vivendi aims to use Web 3.0 developments to defend intellectual property rights.

Fabien Aufrechter, VP Web 3.0, noted the risks of generative AI without proper authentication tools. Vivendi's project aims to protect its content and encourage digital creators to follow suit.

Vivendi has joined the Coalition for Content Provenance and Authenticity (C2PA) and Havas has become a member of the Content Authenticity Initiative. These groups aim to combat disinformation and content piracy using blockchain technology.

The company has also joined the League for the Security of Web 3.0 and will chair its intellectual property protection commission. Additionally, Vivendi's press release was authenticated using C2PA standards on the Ethereum blockchain.

Other businesses within Vivendi are also exploring blockchain technologies. Prisma Media’s Capital magazine deployed a token-gated content monetization solution, while Paris Match launched a collection of NFTs for its 75th anniversary.