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Illustration: Sarah Grillo/Axios

Hoping to stem a forecast rising tide of faked video, Adobe, Twitter and the New York Times are proposing a new industry effort designed to make clear who created a photo or video and what changes have been made.

Why it matters: With editing tools and artificial intelligence rapidly improving, it will soon be possible to make convincing videos showing anyone saying anything and photos of things that never happened.

How it works: Adobe is proposing an opt-in system allowing creators and publishers a secure way to attach attribution data to content. Adobe could include the technology in its tools, but it would be an open standard that others could use as well. Adobe is showing a prototype today at its MAX conference in Los Angeles.

The big picture: Adobe and Twitter are not alone in seeing authentication as a key to fighting deepfakes. Among the players in the space is a startup called Truepic, which aims to create a secure path from the moment a photo or video is captured.

Thought bubbles from Axios' Kaveh Waddell:

  • This solves a small but important layer of the online trust crisis. This would allow a reader to verify that something came from Axios — but if they are skeptical of Axios to begin with, that won't matter.
  • Verification that isn't easily accessible threatens to bifurcate online information into "trusted content" from those who have the resources to verify it and an easily dismissed information underclass.

The big question: How are these companies planning to prove authenticity?

  • Most early attempts have leaned on blockchains, or decentralized lists of transactions that can't be altered. These can increase trust, but are harder to interact with.
  • The alternative is a database held by a single company — who would technically have the ability to change the entries.
  • Adobe says it hasn't finalized what mechanism it will use, saying it wants its partners to have a say.

What they're saying:

  • Adobe general counsel Dana Rao: "When it comes to the problem of deepfakes, we think the answer really is around 'knowledge is power' and transparency. We feel if we give people information about who and what to trust, we think they will have the ability to make good choices."
  • New York Times' head of R&D Marc Lavallee: “Discerning trusted news on the internet is one of the biggest challenges news consumers face today. Combating misinformation will require the entire ecosystem — creators, publishers and platforms — to work together."
  • Twitter trust and safety head Del Harvey: “Serving and enhancing global public conversation is our core mission at Twitter. Everyone has a role to play in information quality and media literacy."

What's next: Adobe plans a summit next month at its headquarters for all interested parties. "We do look at this as a shared responsibility," Rao said.

Go deeper:

Go deeper

In photos: Scenes from some of the worst fires raging in the U.S.

A home explodes into flames as the Dixie Fire rips through the Indian Falls neighborhood of unincorporated Plumas County, California, on July 24. The blaze started near the origin of the deadly 2018 Camp Fire and has churned burned over 185,000 acres. Photo: Josh Edelson/AFP via Getty Images

Out-of-state crews went to Montana to tackle a wildfire that wounded five firefighters as Australia sent a large air tanker to help Californian firefighting efforts, as 88 large blazes raged in the U.S. Saturday.

The big picture: Montana Gov. Greg Gianforte (R) tweeted his thanks to Utah and California for sending crews over the weekend, as the two states battle their own blazes. The Australian tanker arrived in Calif., this week, where Gov. Gavin Newsom (D) proclaimed a state of emergency for four northern counties Friday.

Updated 3 hours ago - Sports

Swimmer Chase Kalisz first American to win Tokyo Olympics gold medal

Chase Kalisz of Team United States celebrates after winning the Men's 400m Individual Medley Final on day two of the Tokyo 2020 Olympic Games at Tokyo Aquatics Centre in Tokyo, Japan. Photo: Al Bello/Getty Images

Swimmer Chase Kalisz has become the first Team United States Olympian to win gold at the Tokyo Games.

The big picture: The Rio 2016 silver medalist's winning time in the men's 400 meters Individual Medley Final was 4 minutes 9.42 seconds. His teammate Jay Litherland took silver, .86 seconds behind him. Moments later, Kieran Smith grabbed a third medal for the U.S. when he won bronze in the 400-meter freestyle.

Go deeper: Full Axios coverage

Editor's note: This article has been updated with new details throughout.

4 hours ago - Sports

Gymnast Suni Lee to make historic debut at Olympics

USA's Sunisa Lee performs at the FIG Artistic Gymnastics World Championships in Stuttgart, Germany, on Oct. 13, 2019. Photo: Lionel Bonaventure/AFP via Getty Images

When Sunisa "Suni" Lee steps up to the mat at the Tokyo Olympics, she'll be thinking of her father's pep talks even as he watches from thousands of miles away.

The big picture: The 18-year-old made history this year when she became the first Hmong American to be named to a U.S. Olympic team. Even more special was her dad's presence in the crowd at the Olympic trials — it was only the second time he watched her compete in person since a 2019 accident paralyzed him from the chest down.