The marketing consequence is a system for labels, machine-readable marks, approvals, and asset history—not a disclaimer added at launch.
The AI signals marketing leaders need now
Primary-source reporting on the market, rules, operating choices, and evidence that affect this executive audience.
Its 2026 framework gives advertisers a starting point for consistent, context-sensitive disclosure decisions.
C2PA's own explainer draws a crucial boundary between tamper-evident provenance and factual or editorial judgment.
A generated claim, testimonial, or summary remains an advertisement when the brand uses it to persuade.
ICO guidance makes data collection, inference, fairness, preferences, and significant decisions part of marketing design.
CMOs need a living rights record because models, contracts, outputs, likeness rules, and jurisdictional interpretations continue to change.