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Europe's Initiative to Combat Disinformation: Implementing AI-Generated Content Labels

Ouissal Harize Ouissal Harize
5th June 2023
Europe's Initiative to Combat Disinformation: Implementing AI-Generated Content Labels
EU wants to label AI-generated images (Getty)

Artificial intelligence (AI) has become a powerful tool, capable of generating complex content and visuals within seconds. However, this technological advancement also poses significant challenges, particularly in the realm of disinformation. To tackle this issue, the European Union (EU) is urging major tech companies, such as Google and Meta, to implement labeling systems for AI-generated content

The EU's Call for Action

EU Commission Vice President Vera Jourova has emphasized the need for online platforms to address the issue of AI-generated content. Companies like Google, Meta, Microsoft, and TikTok, which have already committed to the EU's voluntary agreement on combating disinformation, are being urged to prioritize the development of safeguards against the spread of disinformation by malicious actors. Additionally, Jourova stresses the importance of recognizing and prominently labeling AI-generated content to prevent its dissemination.

While the EU aims to preserve freedom of speech, Jourova emphasizes that machines should not enjoy the same freedom as humans. The rapid advancement of generative AI technology has raised concerns about its potential impact on various aspects of daily life. Europe, being at the forefront of regulating artificial intelligence, has proposed the AI Act, awaiting final approval. However, EU officials are concerned about the urgency to act swiftly in response to the rapid development of generative AI.

Jourova urges companies already committed to the code, including major digital giants, to label AI-generated content immediately. Twitter's recent withdrawal from the code, influenced by Elon Musk's acquisition, drew criticism from Jourova. She emphasizes that Twitter's decision will face scrutiny regarding its compliance with EU law.

How Metadata Affects the Reception of AI-Generated Content

Users often lack information about the origin of the images they come across on social media or search engines. However, metadata, which includes details such as the time and location of the photo's capture, can assist users in determining the authenticity of the content. Some tech companies are now incorporating specific metadata about AI into their products, making this information more publicly accessible.

For instance, Google plans to mark images created by its AI systems within the original image files. When encountering such images in Google Search, users will see a label indicating they were AI-generated. Google has also partnered with publishers like Midjourney and Shutterstock, enabling them to self-label their images as AI-generated. This transparency initiative helps users discern between authentic and AI-generated content.

To further enhance transparency, Google introduces an "About this image" feature next to search results. Users can access information about the image, including when it was first indexed, where it was initially seen, and other instances of its online presence. This feature helps provide fact-checked news articles to users searching for specific images, debunking misleading content.

Other industry players, such as Microsoft, Adobe, the BBC, and Intel, have formed the C2PA coalition. They aim to develop an interoperable open standard for sharing the provenance of media. This initiative allows users to trace the complete lineage of digital content, offering transparency about its origins and any modifications made over time.

The Imperfect Nature of AI Flagging and Identification Systems

While the ability to verify the history and provenance of an image holds promise, current AI flagging and identification systems are not safe. Fact-checkers still face the daunting task of manually debunking misleading images and fake audio recordings. The responsibility to combat AI misinformation lies with the individuals and organizations involved in designing, developing, and distributing these tools.

Policies regarding AI-generated content on social media platforms remain ambiguous. Platforms like TikTok, Meta, and YouTube have updated their policies to address "synthetic media" but may need further clarification to specify acceptable use cases.

As AI-generated content proliferates on the internet, addressing these challenges becomes increasingly urgent. While current labeling tools and identification systems have limitations, they represent a crucial initial step in mitigating the risks associated with AI-generated content. Tech companies must respond swiftly to rectify the issues arising from AI, keeping pace with the advancements of this powerful technology.

Misbar’s Sources: