Page 64 - AI Standards for Global Impact: From Governance to Action

AI Standards for Global Impact: From Governance to Action

10 AI and multimedia authenticity standards

Seeing is believing, or is it? Today, AI-generated deepfakes, manipulated media, and algorithmic
disinformation are making it harder than ever to discern fact from fiction. Misinformation and
disinformation lead the short-term risks identified by the World Economic Forum Global Risks
Report 2025 and may fuel instability and undermine trust in governance, complicating the
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urgent need for cooperation to address shared crises.

The AI and multimedia authenticity standards workshop aimed work with the following objective
to:
a) Identify and analyse risks, opportunities, and challenges in multimedia authenticity in
relation to AI
b) Provide an overview of the work undertaken by the AI and Multimedia Authenticity
Standards Collaboration (AMAS)
c) Highlight the importance of policy measures for international AI governance for AI
d) Discuss the effectiveness of AI watermarking, provenance, and deepfake detection
technologies as well as their application use cases and gaps that need to be addressed
e) Explore opportunities for collaboration on standardization activities on AI and multimedia
authenticity
The workshop consisted of the following sessions:

• Overview of the AI and multimedia authenticity standards collaboration
• Fighting misinformation through fact-checking and deepfake detection
• Presenting the new AMAS paper, "Standards Mapping Landscape for AI and Multimedia
Authenticity"
• Presenting the new AMAS paper, "From policy to practice: building trust in multimedia
authenticity through international standards"

10�1 Overview of AI and Multimedia Authenticity Standards
Collaboration

The AI and Multimedia Authenticity Standards Collaboration (AMAS) is a global initiative under
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the World Standards Cooperation (IEC, ISO and ITU) announced at the AI for Good Global
Summit 2024.

This initiative aims to redefine digital integrity with an inclusive and future-oriented framework
of transparency, accountability, and ethical innovation. By building a cohesive ecosystem of
international standards, the collaboration is laying the foundations for a world where both
creators and consumers can trust what they see, hear, and share.

AMAS work, furthermore, helps realize the objectives of the Global Digital Compact, adopted
by the UN General Assembly as a framework for countries and industries to ensure that AI and
other technologies benefit all of humanity.

Updates on AMAS activities and reports were provided during the workshop (see figure below).

5 See https:// www .weforum .org/ publications/ global -risks -report -2025/
6 See https:// aiforgood .itu .int/ multimedia -authenticity/

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