Page 34 - AI Standards for Global Impact: From Governance to Action

AI Standards for Global Impact: From Governance to Action

c) AMAS was established under the World Standards Cooperation (ITU, ISO and IEC)
and announced at the AI for Good Global Summit in 2024. The main objective is to
coordinate areas where technical standards and policies are needed to address risks
related to deepfakes and create awareness on these issues to bring them to the attention
of policymakers and regulators.

Figure 23: Alessandra Sala, Global President of Women in AI, Chair of AI and
Multimedia Standards Collaboration, and Sr� Director of Artificial Intelligence and
Data Science, Shutterstock
d) Key achievements and deliverables launched:
i. Technical Paper on AI and Multimedia Authenticity Standards:A landscape analysis of
over 35 existing standards, which are classified into six categories: content provenance,
trust and authenticity, asset identifiers, rights declarations, and watermarking.
ii. Policy Paper: Building trust in Multimedia Authenticity through International Standards:
A practical tool for policymakers and regulators, developed after studying AI regulation,
policy, and practices for multimedia authenticity across 60 countries. It includes
recommendations and a checklist for regulators and policymakers to address gaps
and challenges in regulating AI and multimedia authenticity.

e) Future plans:
i. Addressing gaps in existing standards and coordinating efforts across multiple
standard-setting organizations.
ii. Upcoming events include the International AI Standards Summit in the Republic of
Korea, 2-3 December 2025 where further updates, discussions, and coordination
efforts will be shared.

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