Google Introduces New Labels for AI-Generated Content
Google is planning to introduce new labels in Search Results to indicate content created or edited using artificial intelligence (AI).
This initiative aims to enhance transparency and assist users in making informed decisions about the content they encounter online, especially with the increasing prevalence of AI-generated media.

The technology integrated from the Coalition for Content Provenance and Authenticity (C2PA) will be used to tag content with specific metadata, signaling whether it was produced by AI tools. These labels will be gradually implemented across Google products like Search (Search Results), Images, and Lens, allowing users to access information about the AI involvement in creating or editing the content they view.
Integration of C2PA Metadata in Google’s Platforms
Google’s announcement includes plans to incorporate the C2PA metadata into its advertising systems as well. By utilizing this metadata, Google aims to ensure that ads featuring AI-generated content adhere to the platform’s policies. This integration is intended to enhance Google’s enforcement of key advertising regulations, thereby increasing the platform’s trustworthiness for both users and advertisers.
Enhancing Transparency in AI-Generated Content on YouTube
Google is exploring ways to apply AI technology on YouTube by developing methods to label AI-generated videos or those edited with AI tools. This initiative aims to provide viewers with more transparency regarding the content they are consuming. Updates on this feature are expected to be released later in the year.
To ensure the security of this system, Google and its partners have introduced new technical standards known as Content Credentials.
These standards are designed to track the history of content creation, helping to verify the authenticity of photos or videos. Content Credentials resist tampering and ensure the credibility of the content source, whether it was taken by a specific camera model, edited, or generated through AI.
Google’s commitment to transparency extends to the development of SynthID, an embedded watermarking tool by Google DeepMind. This tool is designed to identify AI-generated media across various formats such as text, images, audio, and video. Through these advancements, Google aims to enhance the transparency, trustworthiness, and comprehension of online content as AI continues to shape the creation of media.