Meta's Fresh Approach to AI Content Labelling

After Meta introduced a “Made with AI” label on photos in May, photographers expressed concerns that the label was being incorrectly applied to authentic photos that had undergone basic editing.

In response to user feedback and widespread confusion regarding the extent of AI involvement in photo editing, Meta is updating the label to “AI info” across all its platforms.

Meta acknowledged that the original label was unclear, leading users to mistakenly assume that images with the tag were AI-generated when in fact, they may have only utilized AI-powered editing tools.

In an updated blog post, the company said, “Like others across the industry, we’ve found that our labels based on these indicators weren’t always aligned with people’s expectations and didn’t always provide enough context. For example, some content that included minor modifications using AI, such as retouching tools, included industry-standard indicators that were then labeled ‘Made with AI,’” 

Made with AI on posts
Image Credits: Meta

The company is not modifying the underlying technology used to detect and label AI-generated photos. The company will continue to rely on technical metadata standards like C2PA and IPTC, which provide information about AI tool usage.

As a result, photos edited using tools like Adobe’s Generative AI Fill to remove objects may still be labeled with the updated tag. However, Meta aims to clarify that the labeled image may not be entirely AI-generated but rather edited using AI-powered tools, with the introduction of the new “AI info” label.

Meta spokesperson Kate McLaughlin said, ‘AI Info’ can encompass content that was made and/or modified with AI so the hope is that this is more in line with people’s expectations, while we work with companies across the industry to improve the process,”

AI Info on IG posts
Image Credits: Meta

The updated label still won’t fully address the issue of undetected, entirely AI-generated photos and will not provide information on the extent of AI-powered editing applied to an image.

To address this, Meta and other social networks must establish guidelines that balance transparency with fairness, ensuring photographers who use AI-enabled editing tools aren’t unfairly impacted. Meanwhile, companies like Adobe should notify users that certain tools may result in their images being labeled on other platforms, promoting awareness and informed editing practices.

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