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  • Marijan Hassan - Tech Journalist

Meta to start adding “Made with AI” label on AI-generated content for all its platforms

In a move to enhance transparency and moderation, Meta, the parent company of Facebook, Instagram, and Threads, has unveiled significant updates to its policy regarding AI-generated content. These changes come in response to recommendations and feedback from Meta's oversight board, aiming to address concerns surrounding the authenticity and potential misuse of AI-generated media.

Effective May, all media content on Meta's platforms that have been artificially manipulated will carry a distinct “Made with AI” label. This labeling initiative aims to provide users with essential information about the nature of the content they encounter, fostering greater awareness and critical engagement.

Meta acknowledges that its previous policy was deemed "too narrow" and pledges to broaden the scope of content subject to labeling, encompassing video, audio, and image materials.

“We agree with the Oversight Board’s argument that our existing approach is too narrow since it only covers videos that are created or altered by AI to make a person appear to say something they didn’t say,” Meta wrote in a blog post. “In the last four years, and particularly in the last year, people have developed other kinds of realistic AI-generated content like audio and photos, and this technology is quickly evolving. As the Board noted, it’s equally important to address manipulation that shows a person doing something they didn’t do.”

In the post, Meta outlines its approach to detecting AI-generated content, indicating that labels will be applied either when users explicitly disclose the use of AI tools or when Meta's detection system identifies “industry standard AI image indicators.”

The company didn’t reveal specifics on its detection mechanism. Meta also announced forthcoming changes in its moderation strategies, slated to take effect in July.

Notably, the company will cease the outright removal of AI-generated material that does not contravene other community guidelines. This shift follows a recommendation from the Oversight Board, advocating for a nuanced approach that emphasizes contextual understanding over indiscriminate censorship.

However, content violating established rules pertaining to issues such as bullying, voter interference, and harassment will continue to be subject to removal, irrespective of its AI-generated origins.


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