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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

North Korea launches 4th suspected missile test this month

A news broadcast in Seoul, South Korea, of an apparent North Korean missile test on Monday morning local time. Photo: Jung Yeon-je/AFP via Getty Images

North Korea's military fired "two suspected short-range ballistic missiles" eastward from Pyongyang on Monday morning local time, per South Korean and Japanese officials.

Why it matters: The fourth such launch since Jan. 5 comes days after North Korea's military warned of "stronger" action if the U.S. moved to have more sanctions imposed on the country.

Thousands without power as "hazardous" winter storm lashes East Coast

Winter view from Charlotte as winter storm Izzy creates dangerous conditions in Charlotte, N.C. on Jan. 16. Photo: Peter Zay/Anadolu Agency via Getty Images

A major winter storm was lashing much of the East Coast on Sunday, causing widespread power outages and disrupting travel over the holiday weekend.

The big picture: Heavy snow and ice accumulations are "likely to produce hazardous travel," downed trees and more power outages from the Mid-South to the Northeast, per the National Weather Service. Some parts of the U.S. can expect to see up to a foot of snow through Monday.

Updated 39 mins ago - Politics & Policy

British national named in Colleyville synagogue standoff

A law enforcement vehicle sits near the Congregation Beth Israel synagogue on Jan. 16. Photo: Brandon Bell/Getty Images

British national Malik Faisal Akram took four people hostage at a Texas synagogue outside Fort Worth on Saturday, the FBI said in a statement.

The latest: Greater Manchester Police, in Northwest England, tweeted on Sunday night that officers had arrested and detained two teenagers in South Manchester for questioning in relation to the siege in Colleyville, Texas, "as part of the ongoing investigation into the attack."