UpendNow Joins Content Authenticity Initiative to Champion Transparency
We’re excited to share a major milestone: UpendNow is now an official member of the Content Authenticity Initiative (CAI), a leading cross-industry coalition advancing trust, transparency, and provenance for digital content.
In today’s media landscape — where generative tools and creative workflows grow ever more powerful — ensuring that audiences can trust what they see and understand how it was created is no longer optional. The CAI, and the open standards it promotes, are foundational to how creators, publishers, and platforms can embed verifiable authenticity into their work.
“As media ecosystems evolve, UpendNow stands for clarity, accountability, and creative integrity. Aligning with the CAI helps us move beyond efficiency — toward a future where the origin, intent, and lineage of every piece of content is respected and understood,” says UpendNow founder and CEO, Archita Mandal.
The Content Authenticity Initiative brings together creators, technologists, media platforms, and innovators around a shared vision: to make digital content more transparent and traceable. At the heart of this effort are Content Credentials— tamper-evident metadata that provide a history of how an image, video, or other digital asset was created and edited, akin to a “nutrition label” for media.
This kind of provenance isn’t just technical metadata — it’s meaningful context that helps combat misinformation, protect creative rights, and strengthen trust between creators and audiences.
UpendNow’s decision to join the CAI reflects our belief that authentic narratives deserve authentic safeguards — especially as AI-assisted tools become more woven into every stage of creative production.
At UpendNow, we’ve always believed that great creative tools serve the human imagination, not replace it. This ethos naturally extends to how we think about media trust and verification. Being part of the CAI means standing with a community that prioritizes creator agency and attribution, meaningful transparency, and responsible technology adoption.
About UpendNow
UpendNow is an AI-led orchestration suite for creative storytelling. We are focused on streamlining video and film workflows to make high-quality production accessible and efficient. Designed for filmmakers, studios, brands, and creative teams, UpendNow focuses on preserving creative intent while simplifying complex production workflows.
UpendNow’s flagship creative operating system, SOLT, is purpose-built to optimize live production visual storytelling workflows with AI assets and efficiency through an intuitive, unified workspace. Firmly guided by human creative direction, SOLT orchestrates research, scripting, story development, video asset creation, and production documents — all while keeping authenticity, attribution, and creative control at the center of the hybrid filmmaking process.
If you are a business with a marketing budget and are looking for on-point brand positioning ads and videos, produced faster and without wasteful spending, then UpendNow is your visual storytelling partner.
Contact us now or write to us at [email protected]. We look forward to helping you UpendNow!
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