Supporting Europe’s work in ensuring a trustworthy AI ecosystem

OpenAI has announced its support for the European Commission’s Code of Practice on Transparency of AI-Generated Content. This initiative is a crucial step towards implementing the EU AI Act and fostering a more transparent digital ecosystem. OpenAI's endorsement stems from years of dedicated research, product development, and collaboration within the broader AI community to enhance the provenance of AI-generated content. The company has actively contributed to the Code's development alongside numerous stakeholders, aiming to establish a trustworthy AI environment.

Since 2024, OpenAI has been at the forefront of adopting provenance standards, beginning with the integration of C2PA metadata into its DALL-E 3 image generation tool. This commitment has led to continuous improvements in marking and detection methods, new research, and the release of their first public verification tool. OpenAI's approach to AI governance in Europe is further exemplified by its 2025 commitment as the first U.S. company to sign the EU’s General-Purpose AI Code of Practice, underscoring its belief in clear, actionable regulations for responsible AI development.

As AI tools become integral to content creation and sharing, it is vital for individuals to understand the origin of content and interpret it confidently. Provenance signals offer crucial context about a content’s source, creation process, and authenticity. This also fortifies the digital ecosystem by aiding in the detection of disinformation campaigns and safeguarding election integrity. OpenAI emphasizes that effective and robust provenance methods necessitate collective development and ecosystem-wide cooperation.

OpenAI employs a multi-layered strategy to enhance provenance resilience, integrating various signals, product safeguards, and broad ecosystem collaboration. Despite its utility, provenance is an evolving field; signals can be lost as content moves online, and metadata or watermarks may degrade. Therefore, advancing the reliability and interoperability of provenance techniques demands ongoing effort and cooperation across the AI ecosystem.

The Code of Practice sets an ambitious yet appropriate direction for improving provenance techniques. Its implementation should remain practical, grounded in effective methods, and flexible enough to adapt to current technical limitations. OpenAI is committed to continually strengthening content transparency across its products, contributing to interoperable standards, and refining verification tools. The company looks forward to collaborating with the AI Office, Member States, and the wider AI community to cultivate a safer and more transparent AI ecosystem.