The EU urges big tech companies to label all AI-created content to prevent the spread of fake news. This voluntary code of practice is part of the EU's AI Act aiming to reduce risks associated with synthetic media. Google, Microsoft, TikTok and others are onboard, but the challenge will be to detect and label such content in real-time. Compliance with the regulation may not be mandatory until 2026, but VP Vera Jourová expects companies to honor her request. Google expresses confidence in its ability to identify and label AI-generated content.
The EU is advocating for AI-generated content labeling to prevent disinformation. It urges signatories of its Code of Practice to create technology that identifies and labels AI content accurately. With the potential harm that advanced chatbots and image generators pose to society, the EU is requesting a separate track within the code to discuss AI-generated content. The current version of the code does not identify deepfakes, prompting the EU's initiative. It expects to see action on the matter in July.
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