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Meta launches 'Made With AI' markup

Translate from : Meta lancerer 'Made With AI' markering

Meta, the media giant that includes Facebook, Instagram and Threads, is implementing a new tagging system to identify content created or modified with artificial intelligence. From May 2024, users will see 'Made With AI' tags on images, videos and audio clips that utilize AI technology.

The move comes amid concerns about the spread of deepfakes, highly realistic AI-generated videos that can be used to make people appear to say or do things they never did. The introduction of brands follows pressure from the company's independent Supervisory Board, which called on the company to increase transparency around manipulated media.

Previously, Meta's approach focused on removing deepfakes deemed particularly harmful, but critics argued that was not enough. The 'Made With AI' brands offer a middle ground that allows users to make informed decisions about the content they view. According to the new policy, content will generally stay on the platform as long as it doesn't violate other community rules, such as those prohibiting hate speech or voter interference.

Meta's vice president of content policy, Monika Bickert, says the company agrees with the argument "that our current approach is too narrow." Its 2020 manipulated media policy only looked at videos "created or altered by AI to make a person appear to be saying something they didn't say." "Within the last four years, and especially the last year, people have been developing other kinds of realistic AI-generated content like audio and images, and this technology is advancing rapidly," Bickert continues. "As the board noted, it is equally important to tackle manipulation that shows a person doing something they did not do."

However, some experts warn that brands alone are not a panacea. AI detection methods are still evolving, and creators of deepfakes can potentially find ways around them. Furthermore, the sheer volume of content uploaded to Meta's platforms daily poses a challenge for effective monitoring. Meta says it will implement the feature in May and until then will refrain from deleting content according to its outdated manipulated video policy. This will give users time to get used to the self-disclosure process, notes Bickert.