Nearly half of French citizens now doubt media reliability. In response, Tribune Côte d’Azur recently highlighted UncovAI’s vital role in the ProvenanceForTrust program. This collective initiative, supported by the French Ministry of Culture, guarantees the authenticity and traceability of digital content.
A Key Ally Against Disinformation
The rise of AI-generated content and online misinformation has fueled deep mistrust in traditional media. To tackle this, UncovAI—a specialist in AI detection—has joined a leading European consortium.
Working alongside organizations such as TrustMyContent, the Journalism Trust Initiative by Reporters Without Borders, CEPIC, L’Atelier, and the Sciences Po Paris médialab, UncovAI contributes to building a comprehensive “toolbox.” This toolbox combines technology, methodology, and expertise to support media outlets and institutions in certifying and protecting their content.
The Ambitions of ProvenanceForTrust
The ProvenanceForTrust program aims to tackle several critical challenges:
- Authenticating content to ensure reliability.
- Combating online identity theft.
- Protecting copyright against misuse.
- Increasing transparency of AI in content creation and dissemination.
Through this mission, ProvenanceForTrust seeks to strengthen media credibility while equipping the public with tools to fight disinformation more effectively.
A National Project Backed by the Ministry of Culture
Funded by the Press Innovation and Emergence Support Fund (FSEIP), the program will run until the end of 2026.
Beginning in summer 2025, stakeholders across the media sector will be consulted, followed by the development of use cases and the progressive rollout of practical solutions. At the same time, the Sciences Po médialab will conduct an impact study to measure whether public trust is being rebuilt.