Search engine giant, Google, is increasing its efforts to accurately label content created by artificial intelligence (AI)  and has updated its internal “About This Image” tool to include a universal standard for identifying the source of an AI-edited image.

The global Coalition for Content Provenance and Authenticity (C2PA) and Google collaborated to develop the new label.

A unified method for AI certification and detection, facilitated by “Content Credentials,” a verification tool, has been committed to by C2PA members.

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Among the major companies, Google is leading the way by incorporating the new 2.1 standard from C2PA into products such as Google Search and eventually Google Ads (the “About This Image” prompt can be accessed by clicking on the three vertical dots above a photo that you see during a search).

This standard offers an approved “Trust List” of tools and gadgets that may be used to verify a picture or video’s origin via its metadata.

“For example, if the data shows an image was taken by a specific camera model, the trust list helps validate that this piece of information is accurate,” Laurie Richardson, Google vice president of trust and safety, told the Verge. “Our goal is to ramp this up over time and use C2PA signals to inform how we enforce key policies.”

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