The Content Authenticity Initiative (CAI) is a group of creators, technologists, journalists, and activists leading the global effort to address digital misinformation and content authenticity. Launched by Adobe in 2019, the CAI focuses on building transparency around the origins, facts, and creators of digital content. The CAI works together with the supporting standards organization, the Coalition for Content Provenance and Authenticity (C2PA), to bring transparency to digital content through provenance technology.