New Delhi | September 18, 2024 17:48 IST
Google is enhancing transparency in its search engine by allowing users to verify if the images and videos they encounter have been created or altered using AI. The company recently announced the rollout of Content Credentials, a new technical standard aimed at offering more context on the origins of displayed media.
Developed through the Coalition for Content Provenance and Authenticity (C2PA) initiative, which involves collaboration between major tech players like Google, Microsoft, Meta, and OpenAI, Content Credentials will help identify whether content has been captured by a camera, edited with software, or generated by AI. This new feature will provide users with crucial information to better understand and evaluate the authenticity of online media, promoting trust and media literacy.
“Provenance technology can help explain whether a photo was taken with a camera, edited by software, or produced by generative AI. This kind of information helps our users make more informed decisions about the content they’re engaging with,” Google stated in a blog post published on Tuesday, September 17.
How Will It Work?
Starting in the coming months, Content Credentials will be integrated into Google Search and the company’s advertising platforms. Users will be able to access more details about AI-modified images by clicking the “About this image” option, which will reveal its origin and AI involvement.
In addition to improving transparency on Google Search, the company is also planning to implement C2PA metadata in its advertising systems, ensuring AI-generated content follows platform policies. Google hinted at future developments, including integrating these credentials into YouTube for videos captured with cameras.
This move comes as the tech industry faces growing scrutiny over the role of AI in media and information dissemination. Google’s latest update signals its commitment to fostering trust by offering users more insight into the content they encounter online.