At a time when nearly one in two French citizens doubts the reliability of the media, Tribune Côte d’Azur highlights the important role played by UncovAI in the ProvenanceforTrust program. This collective initiative, supported by the French Ministry of Culture, is designed to guarantee the authenticity and traceability of digital content to help restore public confidence in information.
UncovAI, a Key Player Against Online Disinformation
The rise of online disinformation and AI-generated content has fueled growing mistrust towards traditional media. To address this challenge, UncovAI – a company specializing in the detection of AI-generated content – 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.