content: The goal is for sites like Twitter or Facebook to maintain a whitelist of sources they like and automatically mark anything else as untrusted. Having these cryptographically signed identifiers in images would let those sites do that automatically.  “Eventually you might imagine a social feed or a news site that would allow you to filter out things that are likely to be inauthentic,” said Parsons of CAI’s usefulness.  I don’t think this will happen though. If they started marking everything without a CIA certificate as untrusted almost everything you see would be marked and people would learn to ignore it. A few content creators would start using it, but they would be the exception, not the rule.