Google’s Plan to Fight the Surge of AI-Generated Fakes

Enlarge / Photorealistic AI-generated photographs like this one could distort our sense of historical past. Google needs to repair that.


Google introduced at Google I/O 2023 three new options to assist folks establish AI-generated pretend photographs in search outcomes. These options will establish the identified origins of a picture, add metadata to Google-generated AI photographs, and label different AI-generated photographs in search outcomes, based on Bloomberg.

AI picture synthesis fashions have created photorealistic fakes simply, with fashions similar to Midjourney and Steady Diffusion. This phenomenon could have an effect on misinformation and political propaganda, in addition to our understanding of the historic document on account of a mess of counterfeit media artifacts getting into circulation.

Google will introduce new options to its picture search product within the coming months, based on the search big, to counteract these traits:

In 2022, a Poynter examine found that 62% of individuals come throughout misinformation each day or weekly. This is the reason we’re constantly growing simple-to-use instruments and options on Google Search that can assist you establish misinformation on-line, rapidly assess content material and perceive the context of what you see. Nonetheless, it’s equally vital to judge visible content material that you just come throughout.

The primary characteristic is “About this picture” enabling customers to seek out extra about a picture’s historical past by clicking three dots on a picture in Google Pictures outcomes, search with a picture or screenshot in Google Lens, and swipe up within the Google app. This characteristic reveals when the picture was first listed by Google, the place it might have first appeared, and different areas the place the picture has appeared on-line, similar to information, social, or fact-checking web sites.

Google additionally plans to permit customers to entry this device by right-clicking or long-pressing on a picture in Chrome on desktop and cell later this 12 months.


An image illustrating a fabricated Moon touchdown was flagged as generated by AI by information shops utilizing the “About this picture” characteristic, which may allow customers to acquire further details about {a photograph}. It could additionally place the picture in historic context: did this picture exist within the search document earlier than the impetus to pretend it arose?

An example of someone using

Enlarge / An instance of somebody utilizing “About this picture” to realize context about a picture by means of Google search.


The second characteristic addresses the rise in using AI instruments in picture creation. Google plans to label all photographs it generates utilizing AI instruments with distinctive “markup” or metadata saved in every file clearly indicating that it’s an AI-originated picture.

Because the third characteristic, Google can be working with different platforms and providers to encourage them so as to add related labels to their AI-generated photographs. Shutterstock and Midjourney have agreed to hitch the marketing campaign. Each firms plan to embed metadata of their AI-generated photographs that Google Picture Search will learn and show in search outcomes to customers.

An example of how markups of images generated with AI will look, according to Google.

Enlarge / An instance of how markups of photographs generated with AI will look, based on Google.


Regardless of the dangers of metadata being later deleted or modified, these efforts characterize an vital high-profile try to sort out the issue of deepfakes on-line.

As extra photographs change into AI-generated or AI-augmented over time, the excellence between “actual” and “pretend” is turning into more and more blurred, influenced by evolving cultural norms. At this level, our choice about what data to belief as an correct reflection of actuality (no matter the way it was created) could hinge, because it all the time has, on our confidence within the supply. In the meantime, technological options like Google’s could assist us consider that credibility.