A Dual Strategy for Digital Market Integrity: Content Credentials and Consumer Trust

Abstract

The rapid advancement of generative AI has raised concerns about visual trust in digital commerce, as highly realistic synthetic images make it challenging to distinguish between authentic and artificial content. This article examines implications for e-commerce and online food delivery, using India’s fast-growing digital marketplace as context and extending to global policy trends. Grounded in signaling theory, it argues that AI-generated visuals act as low-cost, deceptive signals in information-asymmetric environments, eroding consumer confidence and inflating post-purchase dissatisfaction. Detection-only strategies fall short due to adversarial adaptation and model drift. It proposes the Verifiable Authenticity Framework: a phased playbook that (1) embeds Content Credentials via the C2PA standard across the media supply chain; and (2) ensures consumer-facing transparency at purchase, with optional cryptographic notarization for high-value categories. This enables brands to send costly, auditable signals of authenticity, restoring trust in image-driven markets. An experimental design is outlined to assess its impact on return rates, ratings, and repurchase intent. By embedding provenance and transparency, firms can reduce operational risk, align with emerging cross-jurisdictional mandates, and build sustainable competitive advantage in the global AI-driven economy.