Sources: Sumsub fraud statistics and Identity Fraud Report 2023.
Three independent developments are pushing provenance from a nice-to-have to an expectation.
Signal 1
EU law now requires providers to ensure that synthetic content is identifiable. The open question is what survives redistribution.
puit.is is designed to support transparent, auditable, and privacy-aware provenance workflows; applicability depends on the use case, operator, and content.
EU AI Act, Article 50Signal 2
Platforms and standards bodies are moving from detection to declared origin. puit.is addresses what those approaches leave open: what happens after metadata is stripped and the file is re-encoded.
Signal 3
“Deepfakes and fabricated content are destabilising the open society. The industry increasingly needs watermarking and clear-source standards. It's crucial that this trust is built into the technology from the start.”
Narendra Modi, Prime Minister of India
India AI Impact Summit, New Delhi · February 19, 2026
Official Press Information Bureau releaseFiles are copied, compressed, reformatted, reposted, and stripped of context. In that environment, plausibility is not enough. What matters is whether origin can still be checked later.
This is bigger than deepfakes. It affects journalism, heritage, public communication, brand assets, and any digital record that may later need to withstand scrutiny.
Most approaches work best in controlled environments. Public media rarely stays there. Metadata gets detached. Hashes break after routine edits. Detection stays reactive and probabilistic.
The missing piece is not another label. It is provenance that survives transformation.
Puit.is starts earlier. It helps anchor authorship and continuity at the source, so provenance can remain independently verifiable later.
The goal is not to define truth. It is to make origin harder to steal, forge, or erase.
Our principles:
The result:
A transformation-aware provenance layer for digital media that helps make origin harder to steal, forge, or erase.
More communication, evidence, and cultural memory now exists in digital form. At the same time, synthetic media is improving fast and Europe is moving toward stronger transparency and audit expectations.
That makes provenance a practical infrastructure problem, not a cosmetic feature.
Puit.is is built for contexts where authenticity cannot rely on assumptions alone.
Preserve provenance across migration and reuse.
Support continuity through editing, publication, and redistribution.
Strengthen proof of origin against misuse and impersonation.
Reinforce continuity where later scrutiny matters.
Improve defensibility where auditability and chain-of-custody matter.
Puit.is does not decide whether content is true or false.
It is not a moderation system, a detection-only tool, or a platform-specific trust layer.
Instead, Puit.is focuses on preserving continuity of origin: helping prove where digital media came from, whether provenance signals survive transformation, and whether authorship or source attribution can remain recoverable over time.
The goal is not to define truth.
The goal is to make origin harder to steal, forge, or erase.