In a significant move to address the growing concerns over deepfakes and misinformation, Meta Platforms Inc., the parent company of Facebook and Instagram, announced on Friday that it will begin labeling AI-generated content across its platforms starting in May.
Monika Bickert, Meta’s Vice President of Content Policy, stated in a blog post that the company will apply “Made with AI” labels to AI-generated videos, images, and audio posted on Facebook, Instagram, and Threads. This initiative expands upon Meta’s previous policy, which focused on a narrower range of manipulated media.
“We are taking proactive steps to ensure transparency in how content is created and shared on our platforms,” Bickert said. “By labeling AI-generated content, we aim to help users better understand the origins of the media they encounter.”
In addition to the AI labels, Meta will implement more prominent warnings for digitally altered media that poses a “particularly high risk of materially deceiving the public on a matter of importance,” regardless of whether AI was used in its creation. This approach marks a shift from removing certain manipulated posts to providing users with contextual information about the content.
The rise of deepfake technology, which utilizes artificial intelligence to create highly realistic but fabricated images and videos, has raised global concerns about its potential to spread disinformation and influence public opinion. By labeling such content, Meta aims to mitigate these risks and promote media literacy among its users, including those across Asia who rely on the platforms for news and social connection.
Meta’s new labeling strategy will also apply to content detected through invisible markers embedded in AI-generated files, a scheme the company previously announced without a start date. This measure is expected to bolster efforts to track and identify AI-produced media across the internet.
A company spokesperson confirmed that while the labeling will apply to Facebook, Instagram, and Threads, other Meta services like WhatsApp and Quest virtual reality headsets will be governed by different rules. The spokesperson also noted that the more prominent “high-risk” labels will be implemented immediately.
This development comes amid increasing scrutiny from governments and organizations worldwide, including those in Asia, seeking to regulate AI technology and protect the integrity of information. Meta’s efforts to label AI-generated content reflect a broader industry trend towards greater transparency and accountability in the digital age.
For business professionals, academics, and global readers, especially those in Asia, understanding the origins and authenticity of online content is crucial. Meta’s initiative may serve as a model for other tech companies aiming to address the challenges posed by AI and deepfake technology.
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Meta says it will start labeling AI-generated content in May
cgtn.com
