What happened?\r\n\r\nAdobe, Twitter, and the New York Times are developing a system that would boost consumers\u2019 confidence in online news and develop transparency among content creators. The intent to build a content attribution Initiative aka CAI was announced at this year\u2019s Adobe Max Conference, a yearly meeting aimed at helping creatives perfect their craft and get the right exposure.\r\n\r\nWhy it matters\r\n\r\nThe spread of fake news online is a big issue for creatives, platforms and consumers. Establishing a content attribution Initiative would give creatives the option to link attribution information to the stories they wish to share.\r\n\r\nWithout a content attribution initiative in place, consumers won\u2019t know who to trust or what to believe. This initiative is a bold step towards combating the dissemination of invalid information and plagiarism.\r\n\r\nDigging deeper\r\n\r\nAccording to Dana Rao, \u2018With the rapid production of online content, consumers seek to distinguish fake content from original content\u2026 Though this is an intense task, we\u2019re delighted to be piloting the acceptance of a global content attribution Initiative alongside Twitter and the New York times.\u2019\r\n\r\nA model of Adobe\u2019s CAI was displayed at Adobe Max. The model offers a content verification option to creators, leaving an attribution pattern for consumers to see. This way, consumers would be able to detect fake content when they see one. And most importantly, the online community would be ruled by proofs instead of rumors.\r\n\r\nDel Harvey (vice president, Global Trust and Safety, Twitter) reaffirmed Twitter\u2019s commitment to working with Adobe and NY times, so as to build the foremost Content Attribution Initiative, likewise Marc Lavalee (Head of Research and Development, NY Times).\r\n\r\nAdobe invites all interested companies to join the CAI working team. Adobe plans to build a long term system that your factcheck fake content and educate the global online community. In a few months time, the initiative would be launched in a summit.\r\n\r\nBottom line\r\n\r\nThe spread of fake news is a threat to the global online community and everyone should contribute their quota in the fight against misinformation. Adobe\u2019s CAI might be the long-term solution the content industry needs.