In this episode, Andy Beach is joined by Renard Jenkins, President & CEO of I2A2 Technologies and former SMPTE president, and Olga Kornienko, Co-Founder and COO of EZDRM, to explore how provenance must function across the full media chain. From development and production to distribution and playback, the conversation focuses on how content can be tracked, traced, and validated as it moves through increasingly automated AI workflows.

They break down the role of standards, unique identifiers, and metadata in preserving authorship, context, and transformation history. The discussion also highlights the real challenges. Limited adoption, lack of education, and the need for industry-wide coordination.

Trust in the AI era will depend on systems that can preserve origin, track change, and maintain accountability across the entire media lifecycle.

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