Leica's New Camera Automatically Watermarks Photos with Content Credentials

Leica launched the highly-anticipated M11-P, the company's first camera to have built-in Content Credentials.

Leica M11-P Promotes Authenticity in Midst of Generative AI

The Content Authenticity Initiative (CAI) considered the release of M11-P as a "significant milestone" for the future of photojournalism. CIA stated that it could be a powerful tool for photojournalists and creatives to fight misinformation and promote authenticity with their works. Moreover, this will also serve as a promotion of Content Credentials to a wider audience.

"The Leica M11-P launch will advance the CAI's goal of empowering photographers everywhere to attach Content Credentials to their images at the point of capture, creating a chain of authenticity from camera to cloud and enabling photographers to maintain a degree of control over their art, story and context," CIA wrote.

Every image captured using the M11-P camera is secured with metadata which carries information such as the camera model, who captured the image, when, and how. In addition, each image will have a digital signature. Image authenticity can be verified via contentcredentials.org/verify or the Leica FOTOS app.

The Continuous Fight Against Misinformation

The production of the M11-P camera is based on the principles of the Coalition for Content Provenance and Authenticity (C2PA) which addressed the prevailing threats of misinformation, especially in the creative sphere. The organization aims to provide context and history for every digital media which will help boost the trust and transparency within the creative industry.

CAI also noted that this is the vision that the members wanted to reach four years ago, which is to transform the principle of trust into consumer-ready technology. Content Credentials are indeed a big help for creators to get the appropriate credit for their works.

The CAI already has 2,000 members including Leica Camera and big publications such as the Associated Press, the BBC, Getty Images, and more.