The Trust Stack and the Future of Trust in the AI Era

Generative AI has made it easier to create deepfakes and shadow content, while AI-driven discovery is increasingly shaping what stakeholders know and believe about organizations.

For those in Washington, or able to get to the city, APCO is hosting an important breakfast roundtable for senior industry leaders, organized by CommPRO, Capitol Communicator and Tauth Labs. The discussion will focus on narrative authority, content authentication, AI and strategies for responding to a rapidly changing technology landscape.

The conversation will outline a multi-layered approach to trust in the AI age, bringing together both communications and technology perspectives to build a more resilient and multidimensional “trust stack.”

Speakers from Adobe and the Content Authenticity Initiative, Tauth Labs, APCO and other industry experts will share insights on how communicators can help protect brands, reputations and business value from fake and manipulated content. The discussion will explore how communications leaders can strengthen narrative authority while also implementing C2PA content credentials and authentication technologies.

The roundtable will also build on conversations we have been organizing with media and communications leaders around the world, highlighting the growing challenges surrounding fake content, the push to make trusted content more discoverable, and the increasing adoption of content authentication across media, corporate and government sectors.

David Sánchez Carmona, AI Lead at APCO, will discuss the importance of building narrative authority to improve visibility and trust in AI-driven search environments. Santiago Lyon, Adobe’s Head of Advocacy and Education for the Content Authenticity Initiative, will explore how content credentials can help establish provenance and trust across media, corporate and government communications.

As CEO of Tauth Labs, and as a former head of corporate communications, I’ll share feedback from recent events and discussions in Tokyo, Boston, New York, Toronto, Singapore and Qatar that underscore the importance of approaching digital safety through a “Protect, Detect and Correct” framework, combining both communications and technology solutions to rebuild trust in content.

One key takeaway from Singapore Minister for Digital Development & Information Jasmin Lau’s presentation at the CAI/C2PA and Centre for Advanced Technologies in Online Safety summit in Singapore on May 12 was that protecting citizens, clients and consumers from fake content in the AI era has become a top government priority worldwide. The goal is to reduce the spread and impact of misinformation and manipulated media.

The breakfast roundtable, taking place from 8:00 to 9:30 a.m., will provide important context around these issues and reflect the growing complexity of the challenges introduced by generative AI.

Click here to register and RSVP. Space is limited and available on a first-come, first-served basis.