Google intends to launch a new technology to verify images
Google has announced plans to launch a new technology that aims to distinguish between original photos taken with a camera, photos that have been modified with software such as Photoshop, and those created with generative artificial intelligence models.
Google search results are set to include an updated feature called “About this image,” which will let users know if an image was created or modified with AI tools.
The system Google uses is based on the Content Authenticity Alliance (C2PA) standards, one of the largest initiatives seeking to address images generated by artificial intelligence.
The C2PA standard provides data that describes the provenance of images, and works in conjunction with hardware and software to create a digital trail that documents the authenticity of an image.
It is worth noting that other major companies such as Amazon, Microsoft, Adobe, OpenAI and Intel have supported this standard, but its widespread adoption has been slow so far. The step of integrating this technology into Google search results will be an important test for the initiative.
Google has contributed to the development of the latest version of the C2PA standard (version 2.1), and plans to use it to confirm the source of content on its platforms such as its search engine.
This C2PA technology will help verify the authenticity of data, such as confirming that an image was taken with a specific version of camera, explained Lori Richardson, Google's vice president of trust and safety.
However, Richardson acknowledges that sourcing content remains a complex challenge, stressing the importance of working with other partners to develop sustainable and interoperable solutions.
Google plans to integrate C2PA into its ad systems to ensure key policies are enforced. The company is also working on ways to bring C2PA technology to YouTube viewers to verify video content, with more updates expected later this year.
Although Google is one of the first major tech companies to adopt the C2PA standard, there are significant challenges related to the widespread adoption of this technology and its compatibility across a variety of devices and software.
Currently, there are a limited number of cameras from companies like Leica and Sony that support this standard, while companies like Nikon and Canon have promised to adopt it soon.
Google's move to integrate this technology into search results is expected to encourage other platforms to adopt similar systems.