Meta Platforms announced plans to detect and label images generated by external artificial intelligence services in the coming months, according to its top policy executive on Tuesday.
Nick Clegg, Meta's president of global affairs, stated in a blog post that the company will use invisible markers embedded in image files to apply these labels.
The labels will be added to content posted on Facebook, Instagram, and Threads to indicate that the images, which often resemble real photos, are actually digitally created.
While Meta already labels content produced using its own AI tools, it will extend this practice to images generated by services offered by OpenAI, Microsoft, Adobe, Midjourney, Shutterstock, and Google.
This announcement sheds light on the emerging standards technology firms are implementing to address potential issues associated with generative AI technologies. These technologies can produce fake yet realistic-looking content in response to simple prompts.
Clegg emphasized the importance of creating momentum and incentives for the industry to adopt similar measures, acknowledging that while AI technology is not yet fully mature, progress is underway, particularly in audio and video content.
In the meantime, Meta will require individuals to label their own modified audio and video content, with penalties for non-compliance, although specifics were not provided.
Regarding AI-generated text, like that produced by ChatGPT, Clegg remarked that there is currently no viable mechanism for labeling it, stating, "That ship has sailed."
Meta declined to comment on whether labels would be applied to generative AI content shared on WhatsApp, its encrypted messaging service.
Clegg's statements followed criticism from Meta's independent oversight board, which deemed the company's policy on misleadingly doctored videos too narrow. The board suggested labeling rather than removal, a sentiment broadly endorsed by Clegg.
He acknowledged that Meta's current policy is inadequate in an environment where synthetic and hybrid content proliferates. Clegg cited the labeling partnership as evidence of Meta's commitment to aligning with the board's recommendations.