Ignore the fact that it's coming from Breitbart. This is really freaky in more than one way.

FTA:

Against stiff competition, the alliance of tech and media giants has devised a plan that may constitute Big Tech’s most brazen power-grab yet.

According to Microsoft’s press release, it has partnered with several other organizations to form the Coalition for Content Provenance and Authenticity (C2PA).

Put simply, the purpose of this organization is to devise a system whereby all content on the internet can be traced back to its author.

The press release states that it will develop these specifications for “common asset types and formats,” meaning videos, documents, audio, and images.

Whether it’s a meme, an audio remix, or a written article, the goal is to ensure that when content reaches the internet, it will come attached with a set of signals allowing its provenance — meaning authorship — can be detected.