Label AI-Generated Content Immediately, Urges EU to Big Tech Companies

The European Union (EU) has urged big tech companies to label any content produced by artificial intelligence (AI) immediately. Vice President of the European Commission Vera Jourová announced this measure, stating that malicious actors may use AI-produced content to spread fake news. This comes after a rise in synthetic media, with ChatGPT being named as the fastest-growing consumer application in history, and claims that art is dead due to image generators. Jourová’s request is part of the EU’s impending AI Act, which aims to reduce risks associated with the technology. Compliance with this regulation may not be mandatory until 2026, but the EU has launched a voluntary code of practice on disinformation. Tech giants including Google, Meta, Microsoft, and TikTok have all signed up to this code. Jourová now wants all of these companies to label synthetic content on their platforms. However, making this possible involves overcoming technical challenges to detect and mark such content in real-time. Although the disinformation code is voluntary, Jourová still expects companies to fulfill her request, but acknowledges the potential for errors, manipulation, or forgery of labels. Google has expressed confidence in its ability to identify and label AI-generated content, according to Jourová.