Meta has taken a significant step in addressing the growing concerns surrounding AI-generated content by introducing a new labeling system.
The company has been under pressure, including from its own Oversight Board, to develop stronger AI-generated content policies ahead of dozens of elections around the world in 2024.
Mark Zuckerberg, the CEO of Meta, unveiled this initiative aimed at enhancing transparency and clarity for users navigating through online content.
“Meta has announced that it will start detecting and labeling AI generated images on Facebook, Instagram, and threads in a bid to stop misinformation especially during big events like elections,” read the statement.
In the coming months, the company says that it will label images that users post to Facebook, Instagram, and Threads when they can detect industry standard indicators that they are AI-generated.
Meta Explains Importance of the AI Labelling Feature
Nick Clegg, Meta‘s president, emphasized the importance of helping users discern between human and synthetic content, stating, “As the difference between human and synthetic content gets blurred, people want to know where the boundary lies.”
“People are often coming across AI-generated content for the first time and our users have told us they appreciate transparency around this new technology,” Clegg noted.
He further explained, “It’s important that we help people know when photorealistic content they’re seeing has been created using AI.
“We do that by applying ‘Imagined with AI’ labels to photorealistic images created using our Meta AI feature, but we want to be able to do this with content created with other companies’ tools too.”
The president clarified why they have been working with industry partners to align on common technical standards that signal when a piece of content has been created using AI.
“Being able to detect these signals will make it possible for us to label AI-generated images that users post to Facebook, Instagram and Threads,” he stated.
According to Clegg, the AI-generated content will also be eligible for fact-checking by their independent fact-checking partners and will label debunked content so that people can have accurate information when they encounter similar content across the internet.
Furthermore, the company aims to establish a common standard across multiple industries for the creation and propagation of AI-generated content.
With AI increasingly permeating various fields, from general posts to advertisements, the company recognizes the potential for misinformation due to the photorealistic capabilities of AI.
However, Meta acknowledged the current limitations in identifying AI-generated audio and videos.
To address this issue in the short term, Meta will allow users to disclose AI-generated videos and audio on Instagram, Facebook, and Threads.
Meta-owned platforms host more than 5 billion active accounts — and every one of its apps will be subject to the labelling policy in all supported languages.
Likewise, the company’s new labeling system for AI-generated content represents a proactive effort to promote transparency and combat misinformation in the digital landscape.