At the World Economic Forum in Davos, Switzerland, Nick Clegg, president of global affairs at Meta, emphasized the urgent need to detect artificially generated content. He proposed a solution at Meta to promote technological standards that companies could use to identify markers in photo, video, and audio material signaling that the content was generated using artificial intelligence. This effort, Clegg said, would be a rallying cry for the industry to adopt standards to recognize artificial content more easily. Meta aims to address concerns ahead of the U.S. presidential election, where A.I. tools are expected to be widely used to spread fake content. Meta’s unique position as both a social network and a developer of A.I. tools gives it insight into the issue. The company is focusing on technological specifications called the IPTC and C2PA standards. Companies like Adobe are pushing for wide adoption of the C2PA standard to combat misinformation. Meta’s proposal would require companies that offer A.I. generation tools to add standards into the metadata of videos, photos, or audio files they help create. This would signal to social networks that such content was artificial. Meta’s new proposal aims to tie together efforts from other companies and organizations to combat artificially generated content.
