MAM
OpenAI joins C2PA steering committee
Mumbai: The Coalition for Content Provenance and Authenticity (C2PA) announced that OpenAI, a leader in artificial intelligence research and deployment, has joined the C2PA as a steering committee member. This marks a significant milestone for the C2PA and will help advance the coalition’s mission to increase transparency around digital media as AI-generated content becomes more prevalent.
Joining other steering committee members that include Adobe, BBC, Intel, Microsoft, Google, Publicis Groupe, Sony and Truepic — OpenAI will collaborate to further develop and promote the adoption of Content Credentials, an implementation of the C2PA’s open technical standard for tamper-resident metadata that can be attached to digital content, showing how and when the content was created or modified.
The announcement today builds on OpenAI’s previously shared initiatives to improve transparency around digital provenance. Earlier this year, OpenAI began attaching Content Credentials to images created and edited by DALL•E 3, the company’s latest image model, in ChatGPT and the OpenAI API. In addition, the company also announced its plans to attach Content Credentials to video generations from Sora, the company’s text-to-video model, when the model is ready to be deployed to the public.
OpenAI’s membership and implementation of Content Credentials serve as a strong endorsement for the C2PA technical specification and advance the collective mission to help restore trust in the digital ecosystem.
“C2PA is playing an essential role in bringing the industry together to advance shared standards around digital provenance,” said Anna Makanju, OpenAI’s VP of Global Affairs. “We look forward to contributing to this effort and see it as an important part of building trust in the authenticity of what people see and hear online.”
“OpenAI is a long-time supporter of the C2PA’s mission and we’re thrilled that they’ve deepened their engagement by becoming a Steering Committee member,” said Andrew Jenks, C2PA Chair. “OpenAI’s existing adoption, advocacy, and ongoing commitment to Content Credentials will bring an important voice to our membership’s working efforts to guide the development of the C2PA standard.”
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
