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Combatting Deceptive Content: Meta Intensifies Efforts to Label AI Images on Instagram and Facebook.

Global executive Nick Clegg says users ‘want to know where the boundary lies’ amid rise in AI-generated content – although not accounting-related, we believe this is quite an interesting topic…!

Meta aims to expose individuals and organisations that seek to mislead users through artificial intelligence technology.

Nick Clegg, Meta’s president of global affairs, revealed in a recent blog post that while photorealistic images produced with Meta’s AI tools are already marked as AI-generated, the company plans to extend this labeling to images created using competing services. These efforts include developing tools to detect markers indicating AI generation, even when utilising platforms outside of Meta’s ecosystem, such as Google, OpenAI, Microsoft, Adobe, Midjourney, and Shutterstock.

Clegg emphasised the importance of transparency as AI blurs the line between human and synthetic content. He highlighted users’ desire to understand when they are viewing AI-generated content for the first time and stated Meta’s commitment to providing such transparency in multiple languages in the coming months, particularly in light of upcoming elections worldwide.

While current focus lies on images, Clegg acknowledged that AI-generated audio and video lack similar markers but assured users of plans to allow disclosure and labeling of such content. Additionally, Meta intends to prominently label digitally altered media that poses a significant risk of deceiving the public.

Looking ahead, Meta is exploring the development of technology to automatically detect AI-generated content, anticipating a future where those who seek to deceive with AI will attempt to circumvent detection measures. Clegg stressed the need for ongoing vigilance across the industry and society to stay ahead in this evolving landscape.

The rise of AI deepfakes, including instances like AI-generated robocalls impersonating political figures and media manipulation controversies, underscores the urgency of Meta’s initiative to combat deceptive content.

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