With an epidemic of image theft taking place online, one photographer has created a system designed to offer protection against exploitation.

Digital rights platform Metapyxl is looking to address this pervasive challenge by transforming digital assets from vulnerable targets into secured, monetisable resources, through the embedding of accountability into content. Leveraging innovations like Coalition for Content Provenance and Authenticity (C2PA)-compliant provenance tracking, invisible watermarking and automated licensing management, the company plans to redefine how digital rights are safeguarded and valued. It’s not just about combating counterfeiting, the aim is also to empower creators to reclaim control, maximise profitability and revolutionise the way content is shared and protected.

“Metapyxl was born out of my frustration as a creator,” says Tiffany McGarity, who was joined in the venture by Jennifer Walling, a seasoned entrepreneur and VP of business strategy. “I wanted a way to protect my work but also a seamless method to track its use and monetise it without barriers. That vision led us to build an innovative solution where every image tells a story of ownership and value.”

Read the full article at Professional Photo Online Issue 229 March 2025 (Note it is the third story down) AI: Is it coming for you?