Meta is taking steps to identify and label AI-generated images across its platforms, including Facebook, Instagram, and Threads, in an effort to combat deception by individuals and organizations.

Images created using Meta's AI imaging tool are already marked as AI-generated. However, Nick Clegg, Meta's president of global affairs, announced in a recent blog post that the company plans to extend this labeling to AI-generated images created on rival platforms.

Meta's AI-generated images already contain metadata and invisible watermarks indicating their AI origin. The company is also developing tools to detect these markers when images are generated by other companies such as Google, OpenAI, Microsoft, Adobe, Midjourney, and Shutterstock.

Clegg emphasized the importance of transparency as the line between human and synthetic content becomes increasingly blurred. He stated that users want to know when they are viewing AI-generated content and that Meta is committed to providing this transparency by applying labels to such content in all languages in the coming months.

Clegg noted that while the current focus is on images, there are plans to address AI-generated audio and video content in the future. Additionally, Meta is exploring technology to automatically detect AI-generated content, even without visible markers or if markers are removed.

The company also plans to introduce more prominent labels for digitally created or altered content that poses a high risk of deceiving the public. Clegg acknowledged the evolving nature of this challenge and the need to continually innovate to stay ahead of those seeking to deceive with AI-generated content.

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