The rise of generative AI has transformed the creative landscape, offering new tools for expression while simultaneously challenging the very notions of authorship and authenticity. Artists and designers now face increasing difficulty detecting or proving originality, protecting their work, and maintaining control over how their creations are used or altered. As algorithms improve and synthetic tools advance, the line between human and machine creativity continues to blur. This presentation explores the urgent need for authenticity and traceability frameworks that help artists protect their identity and creative legacy in the digital age. It will examine a range of strategies, from digital watermarking to emerging technological solutions like C2PA (Coalition for Content Provenance and Authenticity), which embeds verifiable provenance data directly into artworks. It will also discuss complementary tools and practices including visible and invisible watermarking, blockchain records, and digital fingerprinting, each contributing to a multilayered approach to digital integrity. The presentation will offer a workflow for artists, demonstrating how provenance metadata and archival practices can be integrated into existing creative processes. And finally, it will address the limitations and challenges ahead, as well as the evolving ethics of AI-generated content and the continuing need to reclaim authenticity, traceability, and build trust in an era of algorithmic creativity.