Google is striving for increased transparency regarding the use of generative AI (GAI) tools in creating or modifying content, as a member of the Coalition for Content Provenance and Authenticity (C2PA). Collaborating with partners like Amazon, Meta, and OpenAI, Google has worked to enhance the standards for digital watermarking of GAI-generated content. This effort has resulted in the development of Content Credentials, a standard that protects metadata detailing the creation and modification of assets, now more secure with stricter validation methods. Google plans to integrate Content Credentials into its products to enable users to easily identify GAI-created or modified content in search results, while exploring ways to communicate the date of footage capture on YouTube videos. Additionally, the company intends to utilize C2PA metadata in its ads systems to enhance policy enforcement gradually. The effectiveness of these measures will depend on broader adoption by industry players and the prevention of metadata removal. Meanwhile, Meta has also recently grappled with disclosing AI-generated content across its platforms, recently adjusting policies to make AI labels less conspicuous on edited images.
