Meta outlines new approach to labelling AI-generated images
Meta is set to launch new content labels for AI-generated images as the tech giant grapples with the proliferation of AI use on its platforms.
President of global affairs, Nick Clegg, outlined that Meta would be working with industry partners to “align on common technical standards that signal when a piece of content has been created using AI”.
The tech giant has already started labelling content created with its native Meta AI image generator as “Imagined with AI”, and plans to be able to apply this to externally created content across its Facebook, Instagram and Threads platforms within the coming months.
Clegg explained that photorealistic images created with the Meta AI feature are also embedded with “invisible watermarks” and metadata to ensure other platforms can identify them.
“This is an important part of the responsible approach we’re taking to building generative AI features,” he said.
The labelling will so far only apply to static images, with most AI audio and video generation tools yet to implement identifiable AI signals.
“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,” said Clegg. “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 content creates a particularly high risk of materially deceiving the public on a matter of importance, we may add a more prominent label if appropriate, so people have more information and context.”
He also noted that there will still be ways that people can “strip out” invisible AI markers.
“This work is especially important as this is likely to become an increasingly adversarial space in the years ahead. People and organizations that actively want to deceive people with AI-generated content will look for ways around safeguards that are put in place to detect it. Across our industry and society more generally, we’ll need to keep looking for ways to stay one step ahead.”
The announcement comes as Meta last week revealed its FY2023 results, recording a 61% growth in profit to A$60 billion.
“We had a good quarter as our community and business continue to grow,” said founder and CEO, Mark Zuckerberg. “We’ve made a lot of progress on our vision for advancing AI and the metaverse.”
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