The Thorny Art of Deepfake Labeling

Last week, the Republican National Committee put out a video advertisement against Biden, which featured a small disclaimer in the top left of the frame: "Built entirely with AI imagery." Critics questioned the diminished size of the disclaimer and suggested its limited value, particularly because the ad marks the first substantive use of AI in political attack advertising. As AI-generated media become more mainstream, many have argued that text-based labels, captions, and watermarks are crucial for transparency. But do these labels actually work? For a label to work, it needs to be legible.