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Trufo is a provider of secure provenance infrastructure for image, video, and audio content. Its products are used to substantiate the authenticity of camera-captured content, as well as facilitate the responsible growth of generative AI content. Trufo's team consists of researchers from Princeton/Stanford/UChicago/NYU and
engineers previously at Google/Netflix/Meta. Trufo pioneered "cryptographic watermark" technology that not only helps provenance data (e.g. C2PA metadata) survive edits, but also identifies cryptographically where edits have been made on the content without access to the original copy.