IIn March, Meta’s Oversight Board called on the company to “meet its public commitments and employ its own tools” to help quell the spread of deceptive generative AI content across platforms. Meta responded in July by introducing Content Seal – an invisible watermarking technology that flags images generated by the company’s new AI model. But it was basically a footnote buried in the company’s announcement for its Muse image and video generation tools.

As someone who spends a lot of time scrutinizing AI labeling systems, Content Seal doesn’t fill me with confidence. There are already more established solutions, like C2PA Content Credentials …

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