Google is working with the government to crack down on deepfakes

Google, one of the most recognizable names in the tech world, has highlighted its struggle to combat deepfakes and misinformation generated by AI (artificial intelligence). The tech giant expressed the initiatives it has taken to combat and flag AI-generated content through a combination of machine learning and human reviewers. With the help of AI, the accuracy of the content in the company should be increased.

Recently released deepfake videos on social media platforms of famous personalities like Rashmika Mandanna, Katrina Kaif and Alia Bhatt have raised concerns about the safety of people on social media.

Also Read: Government announces rules to curb deepfake content on social media

Big tech companies have been given a week by the government to put an end to deepfakes and online misinformation campaigns using generative artificial intelligence (genAI). Google is already working to address these issues by tagging genAI-generated images with metadata and adding embedded watermarks to them using SynthID.

YouTube creators will also have to mandatorily disclose whether their content uses genAI in the coming months, and they will be required to inform viewers by disclosing it with additional captions in the description box and video player. There is a new “privacy request process” option they are working on. It will help users remove the GenAI-enabled content where AI has been used to imitate a person’s face or voice.

Also Read: Google launches Pixel devices in India

Google has announced that it will work with the Indian government to address risks such as deepfakes and online misinformation campaigns, also known as “synthetic media,” at the upcoming Global Partnership on Artificial Intelligence (GPAI) summit.

The tech giant also recently updated its election advertising policies, which now require publishers to disclose whether their ads contain digitally altered or generated content with the intent to deceive, mislead or defraud users. Google Search already has some guardrails such as knowledge panels and featured snippets that flag deepfakes and AI-modified content.

Also Read: Google launches generative AI search in India

Google says it is currently speaking to policymakers and researchers across India. Last year in December, the tech giant donated $1 million to the Indian Institute of Technology, IIT Madras, to set up a first-of-its-kind Responsible AI Center to study bias in AI from an Indian perspective.

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Sybil Alvarez

"Incurable gamer. Infuriatingly humble coffee specialist. Professional music advocate."

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