The increasing use of AI in creative fields has led to questions about the authenticity and origin of digital and print media. Initially, consumers evaluated creative work solely on its final quality, with little insight into its creation process. However, as AI tools become more sophisticated and prevalent, distinguishing between human and machine-generated content is becoming difficult, eroding trust. People now desire to know the source of creative work, seeking proof of human involvement and the narrative behind its creation, akin to art provenance. This desire stems from uncertainty about AI's impact on creativity and a need for assurance of authenticity.The perceived decrease in the cost and skill required for high-quality AI-generated content has diminished its value, leading to a cultural shift towards appreciating "human-made" work. Legal and ethical concerns surrounding AI authorship, copyright, and compensation further amplify the need for transparency. Consequently, showcasing the creative process, including the tools used and human decision-making, is becoming a crucial differentiator, much like "Made in the USA" labeling. This focus on process is evident in explicit "no AI" declarations and the sharing of behind-the-scenes content like storyboards and iterations.However, creators can manipulate the presented process, making verification challenging. The importance of provenance varies depending on the context, being more critical for expressive works like film and art than for functional interfaces. In expressive mediums, the "who" and "how" are integral to the work's meaning. For functional or transactional systems, provenance is less relevant, with usability and reliability being paramount. A growing middle ground exists, particularly in UX/UI design, where interfaces carry personality, making the role of AI and user understanding of the process increasingly important. Design patterns are emerging to label AI use and explain AI-generated outputs, acknowledging that provenance is contextually relevant and must be designed accordingly.