Have you ever browsed Instagram and wondered whether that stunning landscape photo was taken by a camera or generated by a computer? You are not alone. With the rise of artificial intelligence-based image generation, it’s becoming increasingly difficult to distinguish between truth and fiction.

• Artificial intelligence-based image generation has blurred the line between truth and fiction, raising concerns about the spread of misinformation.
• Meta, the parent company of Facebook and Instagram, is labelling AI-generated images to promote transparency.
• The labels, which resemble stickers, allow users to recognise AI-generated images, appreciate authentic photos and promote responsible AI development.
• Meta is working with other companies to standardise the labelling of AI-generated material on different platforms.
• Since the development of AI technology, Meta has publicly labelled photorealistic images as “Imagined with AI”.
• The Road Ahead Meta labelling aims to create a more responsible generation of AI images and a safer online environment.

While these technologies offer exciting new opportunities for artistic expression, there is growing concern about their ability to spread false information and shape online narratives. Labelling AI-generated photos is an important step towards transparency that Meta, the company behind Facebook and Instagram, has taken to create a more authentic online experience.

The labels are small stickers that say “Hey, I was created by artificial intelligence on photos”. This small improvement gives the user the opportunity to:

• Recognise: When you recognise that an image is artificial intelligence (AI), you can assess its intent and meaning.
• Appreciate reality: You can quickly recognise authentic photos due to their unique perspective.
• Encourage moral artificial intelligence: The programme promotes open and honest technology and encourages responsible development and use of artificial intelligence.

Meta is working with other companies to develop standardised methods for identifying material generated by artificial intelligence on different platforms, including audio and video. In line with industry standards, Meta will soon begin labelling photos on Facebook, Instagram and Threads that are likely to have been created using artificial intelligence. Since the development of AI technology, Meta has publicly labelled the photorealistic images it creates as “Imagined with AI“.

The way forward Meta labelling is a promising route to a more authentic online experience. They enable users to navigate the ever-changing digital ecosystem more confidently and critically and encourage responsibility and openness. While there are obstacles along the way, technology companies, governments and consumers can work together to create a more responsible, AI-generated and safer online environment.