Many digital firms, like Meta, which owns Facebook, Instagram, WhatsApp, and Threads, have recently prioritized artificial intelligence (AI). With Meta AI now fully embedded in its systems, it was only a matter of time until the business began offering more extensive AI labeling.
Meta has already begun categorizing advertisements created or extensively edited with its generative AI capabilities available in advertiser marketing. But now, the business claims it’s increasing the distribution of these AI labels, so more people will see them throughout the year.
Furthermore, the firm will begin categorizing ad pictures created or changed with third-party generative AI tools, including those from OpenAI, Google, and others.
The company’s labels are intended to help viewers understand when photos or videos were generated or extensively edited using its own AI techniques. Meta uses a multi-layered technique to determine whether AI labels should be applied. If an advertiser employs the company’s in-house generative AI capabilities, but the changes are minor and do not include a photorealistic person, no AI label will be applied.
However, when these tools make significant alterations to a picture or video, Meta will attach an AI label, either within the three-dot option or next to the Sponsored tag. If the AI-generated material features a photorealistic person, the label will always appear next to the Sponsored tag rather than concealed in the menu.
The objective is to ensure that users are not deceived by AI-generated material. However, whether or not people pay heed to these labels or go into the AI specifics is another topic entirely.
Still, it’s encouraging to see businesses take efforts to address the expanding prevalence of AI-generated material, particularly as AI models improve – just look at OpenAI’s Sora, for example. And, with Meta shutting down its fact-checking systems on Facebook and other platforms, I believe correctly identifying AI-generated material is more important than ever.
