Labeling and Protecting Content: The Mission of Trust My Content

Faced with the growing challenges related to misinformation and manipulation of digital content, initiatives aimed at strengthening traceability and transparency are becoming strategically important. In this context, the development of standards such as C2PA, adopted by major institutions and media outlets, aligns with ongoing regulatory efforts like the AI Act or the Digital Services Act. Trust My Content positions itself as a key player in this transformation by offering solutions that enable professionals and institutions to verify, contextualize, and label digital content. In this interview, Mathieu Kervenec, co-founder of this promising company founded in 2024, explains how this solution works and what its ambitions are for the future.

What is your solution?
Trust My Content is a platform for contextualizing and labeling digital content (images, videos, documents, audio, etc.). The goal is to promote quality content and regain audience trust by providing a decision-support tool on networks. How? By displaying maximum transparency about the origin of the content. For this, we offer two services:

Label My Content, which allows relevant metadata to be displayed for the audience, visible on digital platforms, indicating among other things: origin, author, usage rights, authenticity of the content…
Verify My Content, a verification and doubt-removal solution that relies on a combination of detection and analysis tools of content, whether generated by AI or not.

What innovation sets you apart?
To maintain maximum agility and interoperability with the digital ecosystem, we have opted for a strategy of intermediation and interconnection of solutions. Thus, we rely on open-source standards such as C2PA, adopted by major players like Adobe, Microsoft, the BBC, and recently AFP. This standard ensures transparency and authenticity of content. Depending on our clients’ needs, we also integrate free or paid APIs, as well as AI generation detection tools such as those developed by the startup UncovAI.

What problem are you solving?
We address a major issue of loss of trust in digital information. Today, more than 70% of French people say they no longer know whether information is real or falsified. Social networks have become the search engines of new generations, making access to verified and contextualized content essential.

What is your target market?
We distinguish three types of audiences:

Information professionals (journalists, agencies, archivists) who need tools to verify and authenticate their content.
Users concerned about the reliability of information who seek certified and contextualized content.
Companies, brands, and institutions that want to protect and enhance their authentic content.

Economically, we position ourselves on content monetization and the remuneration of author rights.

A concrete use case?
An institution wishing to publish on social networks in image or video format can use Trust My Content’s service to certify its content on social networks (LinkedIn or YouTube, for example).

For fact-checking, a team of journalists confronted with a massive flow of content can rely on our tool to verify the origin of communicated content, thereby checking geolocation, author, and source of information before publication. This approach helps avoid the spread of false news and ensures strengthened journalistic rigor.

Regarding archiving and valorization, an institution or agency wishing to preserve original digitized content can label it and register it in our secure ledger. This certification guarantees its integrity and allows fair monetization of datasets to train, for example, ethical AI platforms.

What are your growth objectives?
They are multiple, indeed. Trust My Content works to:

Accelerate the labeling of data for the use of ethical AI.
Extend our partnership with media and institutions.
Contribute to innovation in the press and media among sector professionals.

What impact do you have on society?
We want to restore trust in information by offering more transparency to content creators and consumers. We will soon conduct an impact study with Sciences Po to measure our contribution to the reliability of digital content.

What is your five-year vision?
To become an essential trusted third party between content creators and consumers by guaranteeing increased traceability and transparency in the digital ecosystem.