Content Credentials & AI Labels

How every ad made with Ori says where it came from: signed C2PA content credentials, an invisible watermark, platform AI labels, an account trail and an optional visible label. Plus what provenance can’t do.

Last updated 16 October 2026

The short version

Every export carries five layers. If one is stripped, the others still hold.
Content credentials and the watermark can’t be switched off, on any plan.
Provenance shows where an ad came from, not whether its claims are true.

1. The five layers#

Layer	What it does	Can it be turned off?
Content credentials (C2PA)	Signed metadata that records the ad was made with Ori, and when	No
Invisible watermark	Embedded in the frames and the audio; survives re-encoding, resizing and screenshots	No
Platform AI labels	When Ori posts for you, it switches on the platform’s own “made with AI” label	No, when Ori posts
Account trail	Every render is tied to a workspace and logged, so misuse can be traced	No
Visible label	A small “Made with AI” mark on the video. Some markets and clients require one	Yes: it’s optional

2. Checking an ad#

Anyone can inspect content credentials with a C2PA-compatible tool, such as the Content Credentials Verify service, if the platform kept the metadata. When it didn’t, we can still detect our watermark: platforms, researchers and journalists can ask us to check a video at info@zerohuman.co.

3. What advertisers must do#

Don’t remove, crop out or alter any layer. Doing so breaks the Terms.
If you edit an Ori ad in another tool, use one that preserves content credentials where you can.
When you post yourself, switch on the platform’s AI label.
Where the law treats an ad as a deepfake, for example under the EU AI Act, telling viewers is your duty as the advertiser. The visible label is the simplest way.

4. What provenance can’t do#

Social platforms often strip metadata on upload, and visible marks can be cropped out. That’s why there are several layers. Provenance tells you where an ad came from. It doesn’t tell you whether its claims are true; that’s what the content checks in Safety & Enforcement are for.

AI & safetySafety & EnforcementHow Ori checks every ad before it exists, when people review content, how violations are handled, how to appeal, and how to report misuse.AI & safetyResponsible AI & model governanceHow Zero Human AI builds, tests, releases and monitors Origin, the video model behind Ori: principles, release gates, evaluations, red-teaming, training-data governance and regulatory alignment.LegalUsage PolicyWhat Ori will and won’t make, the extra care some ad categories need, what you must disclose about AI-generated ads, and how we enforce the rules.

Questions about this document? Write to info@zerohuman.co.