My guest today is Erik Svilich, the CEO of Encypher, a technology company that lets you prove who created a piece of content — and whether AI made it, changed it, or took it.

The tech is called C2PA -- think of it as a nutrition label for content…

And Anthropic just announced they're using it to watermark everything created on Claude.

Erik authored the text provenance spec for C2PA and co-chairs its task force alongside Google, OpenAI, Adobe, Microsoft, and the BBC.

• We talk about what this Claude watermarking moment means for AI companies who are now required by law to do it — under the EU AI Act and California's AI Transparency Act

• Erik explains how this finally gives publishers and creators visibility into what AI is doing with their content — and gives them a stronger hand in AI licensing deals.

• GEO/AI SEO -- He explains why chasing AI search rankings is a red herring — including how AI answers citing Reddit dropped from 3-5% to half a percent in just two weeks

Like I do with all my guests, we end by talking about AI's impact on our jobs, our families, and the future.

I especially enjoyed Erik's advice for kids ages 10 to 18 in this new era of AI -- including what a new form of college looks like.

And his prediction on how soon he thinks we'll see a billion-dollar company run by zero people.

Enjoy!
Rob Kelly