Meta pushes to label all AI images on Instagram and Facebook in crackdown on deceptive content

Meta is working to detect and label AI-generated images on Facebook, Instagram and Threads as the company pushes to call out "people and organisations that actively want to deceive people". Photorealistic images created using Meta's AI imaging tool are already labelled as AI, but the company's president of global affairs, Nick Clegg, announced in a blog post on Tuesday that the company would work to begin labelling AI-generated images developed on rival services. Meta's AI images already contain metadata and invisible watermarks that can tell other organisations that the image was developed by AI, and the company is developing tools to identify these types of markers when used by other companies, such as Google, OpenAI, Microsoft, Adobe, Midjourney and Shutterstock in their AI image generators, Clegg said. "As the difference between human and synthetic content gets blurred, people want to know where the boundary lies," Clegg said. "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. So it's important that we help people know when photorealistic content they're seeing has been created using AI." Clegg said the capability was being built and the labels would be applied in all languages in the coming months.