Why marketers need to know C2PA’s AI content standards

Social overtakes search [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JUNE 7, 2024 Pat Sajak will take his final bow on tonight’s episode of “Wheel of Fortune.” How many puzzles have appeared on the show during its 40+ years? A) 10,000 B) 30,000 C) 50,000 D) 70,000 [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [What marketers need to know about the C2PA standards body for AI?]( US generative AI use has climbed from 7.8 million people in 2022 to 100.1 million people in 2024, per our forecast. Widely adopted AI use may mean [increased productivity]( but it also increases the risk for deepfakes—multimedia content that looks real but is AI generated. That’s why marketers need to pay attention to the Coalition for Content Provenance and Authenticity (C2PA). The C2PA is a collection of representatives from companies including OpenAI, Google, Publicis, Microsoft, and Adobe with a goal to “make the world safe for generative AI,” according to Adam Buhler, steering committee member for the C2PA and executive vice president and head of creative technology at Publicis. [Keep reading]( NEWS AND VIEWS [Social media overtakes search engines for discovery among Gen Z and millennials]( Our view: Gen Z’s preference for social media over traditional vehicles like Google signals a move toward platforms that offer quick, visually engaging content. This shift is not just about convenience but reflects deeper changes in digital consumption patterns. [DirecTV Advertising offers ‘guaranteed incremental reach’]( Our view: The company is leveraging its proprietary data, viewership insights, and addressable tech to help advertisers optimize their reach and ad frequency, and balance ad impressions across campaigns. [Costco is building out an ad business using its shoppers’ data]( Our view: With its 74.5 million household shoppers, Costco has the potential to become one of the largest retail media networks in the US, challenging current leaders like Amazon and Walmart. ANALYSIS [How consumers find new brands and products in 5 charts]( Social media is important in product discovery, especially among younger consumers, but it’s only part of the picture—marketplaces, search engines, and brick-and-mortar retail also influence where and how consumers find new products. Here are five charts on what brands need to know about product discovery across digital and physical channels. [Keep reading]( THINGS TO KNOW 😠[Cara gained 610K users in a week because artists are fed up with Meta’s AI policies]( 💥 [VC: GenAI will cause ‘chaos’ for startups, ads, and online business]( 🆕 [Google rolls out v17 of Ads API]( 📺 [Netflix’s latest redesign simplifies the homepage]( PODCAST [Behind the Numbers: Navigating Google's AI Overviews, the best new membership perk, and does every brand need a personality?]( Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( “Behind the Numbers” is made possible by Roundel. [The Weekly Listen: Navigating Google's 'AI Overviews', the best new membership perk, and does every brand need a personality?]( [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](