About Archibal: AI provenance for creative studios

Archibal is the provenance layer for creative work that uses AI - built for both sides of the table. Creators - studios, agencies, solo producers - track which models touched which assets, surface the legal risks each project carries, and deliver with a signed provenance record. Brands that commission the work receive it with proof: verifiable credentials, the frozen risk record, and a clear view of the disclosures they must place before publishing.

What we do

Every AI model has a different commercial-use posture, indemnification policy, training-data provenance, and territorial restriction. Every jurisdiction has different laws governing AI in advertising, broadcast, and consumer media. Multiplied across a creative team that ships dozens of projects a month - and a brand receiving work from a dozen vendors - this becomes ungovernable without tooling. We build that tooling.

The platform reads each asset's C2PA manifest, computes a perceptual content fingerprint for cross-project lookup, runs it through a rules engine that maps project context (territory, channel, use case) against a live catalog of laws and model terms, and produces a provenance record of how the work was made. Every record is hashed and tamper-evident, and every record carries a public verify link so downstream parties can confirm provenance without an account - and the fingerprint survives even when platforms strip the metadata.

Why we built it

We watched AI-made work ship with no record of how it was made: prompts lost in chat histories, models nobody could name a month later, model terms that changed quietly. The teams we talked to did not lack diligence; they lacked a system that keeps the record without anyone having to keep it. Archibal is that system. The laws arriving around AI content make the record more valuable, but the reason to keep it came first.

Who we are

Co-founder

Andrus Raudsalu

Andrus has spent 30+ years building media and technology businesses across Europe. He co-founded and scaled Delfi Group, the largest internet media company in the Baltics, and led Postimees Grupp, the region’s largest media company. Along the way he has shipped fintech and e-commerce products and produced 20 animated films, several of them award winners at major international festivals. He hosts Digitund, Estonia’s leading podcast on technology and the digital world.

At Archibal he brings three decades of publishing, rights, production and technology experience to the question of how content proves where it came from.

Co-founder

Airi Jansen

Airi has spent more than two decades helping businesses turn legal complexity into strategic advantage. Her career spans banking, fintech and public sector leadership, where she has advised executive teams, built legal frameworks for international expansion and led regulatory transformation in highly regulated industries. From co-establishing a bank in Estonia to supporting next-generation financial technology companies across Europe, she has consistently worked where innovation meets regulation.

At Archibal she brings legal strategy, governance and regulatory expertise to the challenge of proving the origin, ownership and trustworthiness of digital content. She helps make AI production auditable and provable, giving creators, agencies and brands the evidence they need to prove where AI-generated content came from, how it was created and why it can be trusted.

Get in touch

Questions, partnership ideas, or interested in trialing the platform? Email [email protected].