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Adobe MAX 2019: Creativity & Content Authenticity

Scott Belsky
Executive, Author, Investor, & Product Obsessive at Adobe
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Adobe Max 2019
November 4, 2019, Los Angeles, CA, USA
Adobe Max 2019
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Adobe MAX 2019: Creativity & Content Authenticity
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About speaker

Scott Belsky
Executive, Author, Investor, & Product Obsessive at Adobe

Scott Belsky is an entrepreneur, author, investor, and currently serves as Adobe’s Chief Product Officer and Executive Vice President, Creative Cloud. In 2006, Scott founded Behance, the leading online platform for the creative industry to showcase and discover creative world, and served as CEO until Adobe acquired Behance in 2012. After the acquisition, Scott helped reboot Adobe's mobile product and marketplace strategies and leading Behance.Scott actively advises and invests in businesses that cross the intersection of technology and design, and help empower people. He works closely with a number of venture capital firms including Benchmark and Homebrew, and is an early advisor and investor in Pinterest, Uber, sweetgreen, Carta, Cheddar, Flexport, Airtable, and Periscope as well as several others in the early stages.Through his work as a founder and investor, Scott has become an advocate for technology and community initiatives that empower creative people and help businesses leverage the creative potential of their people. He is the author of two national bestselling books - Making Ideas Happen and The Messy Middle, and founded 99U, a publication and annual conference devoted to productivity in the creative world.

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About the talk

Topic: Design

We and our partners believe it is essential that people know who created a piece of media, where it came from, and what they did with it. Chief Product Officer Scott Belsky explores Adobe's role in piloting an industry-wide system that will allow creators to put their mark on the work that they do and have that attribution travel with that piece of media as it’s used in different platforms, posts and stories.

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I want to take a step back and talk just for a few minutes about the world. We're living in a new exciting initiative one of the biggest and most heavily covered issues. Today is content authenticity and Trust. How do we discern whether an image or video is real and how it has been edited in short. Can we trust what we see? There's no perfect solution for this issue mean Adobe can't solve the problem alone addressing at work fire action from a broad set of technology companies and content Publishers like news sites. And of course social networks.

And of course all of us viewers of the contents have a responsibility as well. But today we have an exciting announcement to share in combination with Twitter and the New York Times. We're announcing the content authenticity initiative together. We're developing an industry-wide standard to allow creators to put their mark on their work and have that attribution company that piece of content across different platforms posts and stories sample of how this might assist in might look in Photoshop. If you choose to opt in the system can record what you do

to a piece of work what edits you make to an image and what effects do you apply and then people would come across it on a website like behance or another platform can easily view the information about who created it and where the image or video came from and how it was edited and that way You have the information as if you were to judge or trustworthiness of the content and content creators and be assured of getting credit for their work. Of course, we know that not everyone will share attribution data. We believe it a lot of creators will be happy to provide this information

and overtime consumers will come to expect content to come with attribution. There is still a lot to figure out about the technical details and what will make the system most effective but this is an issue that we are committed to addressing will be taking off. It's an issue with a technical Summit with relevant industry stakeholders in the coming months and you can go to the URL above to learn more and join the conversation but are girls are girls here are really pretty simple you want to ensure that you get credit for your work going to help everyone evaluates the authenticity of the

content that they see it will be a long journey, but we are getting started now and wanted to share that with you.

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