In a recent Threads post on the topic, Mosseri said there will be increased pressure on social media platforms like Instagram to help users tell the difference. Mosseri argued that major platforms will initially be successful in identifying and labeling AI content, but they will begin to falter as AI simulates reality with greater accuracy.
“There is already a growing number of people, like me, who believe that it would be more practical to point the finger at the real media than the fake media,” Mosseri wrote.
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That “fingerprint” can be created from within the cameras themselves if their manufacturers “cryptographically sign the images at the time of capture, creating a chain of custody.”
“We need to clearly label AI-generated content, and work with creators to verify authenticity when capturing – fingerprinting genuine media, not just chasing fakes,” Mosseri said.
This kind of labeling could help people deal with the AI sloppiness prevalent on the Internet. (Mashable’s Tim Marcin explains how we got to this moment.)
Mosseri also wrote that identifying the authenticity of creator content will shape the way people engage with that media: “We need to uncover signals of credibility about who is posting so people can decide who to trust.”
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