Meta Replaces ‘Made with AI’ Label with ‘AI Info’

In a significant move towards increased transparency, Meta, the parent company of Facebook and Instagram, has announced that it will be replacing its “Made with AI” label with “AI Info” across its platforms. This change comes in response to user feedback and aims to provide more context and clarity about the use of artificial intelligence (AI) in photos and other media.

Meta introduced the “Made with AI” label earlier this year to identify content that had been created or edited using AI tools. However, the label faced criticism from users, particularly photographers, who found their minimally edited or original photos being incorrectly tagged as AI-generated. This confusion stemmed from how the platforms interpreted metadata from editing tools like Adobe Photoshop.

Acknowledging the issue, Meta spokesperson Kate McLaughlin stated, “As we've said from the beginning, we're consistently improving our AI products, and we are working closely with our industry partners on our approach to AI labeling.” The company recognized that the previous label failed to align with user expectations and provide adequate context.

The new “AI Info” label aims to more accurately represent content that may have been modified using AI, rather than suggesting it was entirely generated by artificial intelligence. By clicking on the label, users will be able to access more information about the content and its potential manipulation.

Despite the change in labeling, Meta is not altering the underlying technology used to detect AI usage in photos. The company will continue to rely on metadata standards such as C2PA and IPTC to identify the application of AI tools in images. This means that photos edited with tools like Adobe's Generative AI Fill may still receive the “AI Info” label, clarifying that AI was involved in the editing process.

As AI becomes increasingly integrated into content creation and editing processes, Meta faces the challenge of establishing fair guidelines that consider photographers who have not drastically altered their workflows but have used AI-powered tools for enhancements. Similarly, companies like Adobe may need to caution photographers about potential labeling implications when employing specific AI tools for photo editing on various platforms.

Moving forward, Meta and other social networks must navigate the complexities of identifying entirely AI-generated images and quantifying the level of AI editing in a photo. While the “AI Info” label is a step towards greater transparency, it does not fully address these challenges.

Meta's decision to replace the “Made with AI” label with “AI Info” aligns with its broader commitment to responsible AI practices. The company has emphasized the importance of transparency, control, and fairness in its AI efforts, as outlined in its Responsible AI principles.

Through collaboration with subject matter experts, policy stakeholders, and individuals with lived experiences, Meta aims to ensure that its machine learning systems are designed and used responsibly. The company has also invested in research to address AI fairness, such as creating more diverse datasets and developing approaches to distribute ads more equitably.

As AI technology continues to evolve rapidly, Meta recognizes the need for ongoing collaboration with industry partners, civil society organizations, and governments to refine its approach to AI labeling. The company actively participates in forums like the Partnership on AI to share insights and best practices.

Meta's transition from the “Made with AI” label to “AI Info” represents a significant step towards increased transparency and user understanding regarding the use of AI in photos and other media. By acknowledging user concerns and expectations, the company aims to provide more accurate and contextual information about AI-modified content.

However, the challenges of identifying entirely AI-generated images and quantifying the level of AI editing persist. As the AI landscape continues to evolve, Meta and other industry players must collaborate and adapt their approaches to ensure responsible and transparent use of AI technology.