Today’s generative AI models hold a considerable amount of power. This comes with responsibility and a need for new protective mechanisms aimed at distinguishing the difference between AI-generated and human-created content. To build an ethical framework around generative AI, we as decision-makers must build increasing trust in media by enabling transparency and practices to give artists, creators, and experts the tools to prove their own content authenticity. This session will outline and explore the necessary core pillars of authenticity & provenance around art and artificial intelligence.