Meta plans to ramp up its labeling of AI-generated images across Facebook, Instagram and Threads to help make it clear that the visuals are artificial. It’s part of a broader push to tamp down misinformation and disinformation, which is particularly significant as we wrangle with the ramifications of generative AI (GAI) in a major election year in the US and other countries.
According to Meta’s president of global affairs, Nick Clegg, the company has been working with partners from across the industry to develop standards that include signifiers that an image, video or audio clip has been generated using AI. “Being able to detect these signals will make it possible for us to label AI-generated images that users post to Facebook, Instagram and Threads,” Clegg wrote in a Meta Newsroom post. “We’re building this capability now, and in the coming months we’ll start applying labels in all languages supported by each app.” Clegg added that, as it expands these capabilities over the next year, Meta expects to learn more about “how people are creating and sharing AI content, what sort of transparency people find most valuable and how these technologies evolve.” These will help inform both industry best practices and Meta’s own policies, he wrote.
Meta says the tools it’s working on will be able to detect invisible signals — namely AI generated information that aligns with the C2PA and IPTC technical standards — at scale. As such, it expects to be able to pinpoint and label images from Google, OpenAI, Microsoft, Adobe, Midjourney and Shutterstock, all of which are incorporating GAI metadata into images that their products whip up.
As for GAI video and audio, Clegg points out that companies in the space haven’t started incorporating invisible signals into those at the same scale that they have images. As such, Meta isn’t yet able to detect video and audio that’s generated by third-party AI tools. In the meantime, Meta expects users to label such content themselves.
“While the industry works towards this capability, we’re adding a feature for people to disclose when they share AI-generated video or audio so we can add a label to it,” Clegg wrote. “We’ll require people to use this disclosure and label tool when they post organic content with a photorealistic video or realistic-sounding audio that was digitally created or altered, and we may apply penalties if they fail to do so. If we determine that digitally created or altered image, video or audio…