Meta to label AI-generated content on Facebook, Instagram and Threads

Meta has taken steps to differentiate between human and synthetic content on their social media. Both audio and video that can be detected by industry standard AI detectors will be labelled as ‘Imagined by AI’ on Facebook, Instagram and Threads.

Further, the tech company is working with Partnership on AI (PAI), a nonprofit forum committed to the responsible use of AI, to decide on common technical standards for detecting AI generated content. AI generated content has visible markers and invisible watermarks that distinguish them from non-synthetic content. The invisible markers that Meta uses are approved by PAI.

This step is important for the Indian users of Meta. As AI is not yet considered to be a legal entity by the Indian law, the chances of misusing AI are high. Recently, malicious use of AI was seen on Indian social media when a deepfake video of actress Rashmika Mandanna went viral.

The Indian IT Ministry had followed it up by issuing legal notices to social media platforms, pointing out that impersonating online is illegal under the Information Technology Act, 2000. The IT Rules, 2021 also holds that hosting any content that impersonates another person is prohibited, and social media firms will have to take down artificial images when alerted.

Meta’s step in labelling artificially generated content will help regulate malicious use of AI and also allow new users to learn to separate between human and synthetic content.  

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