AI, a game-changer in many aspects, has revealed a concerning side with the rise of deepfake technology. India recently experienced explicit deepfake videos on social media, featuring celebrities like Rashmika Mandanna, Alia Bhatt, and Katrina Kaif. This alarming trend raised public and official concerns, emphasizing the urgent need to address privacy and safety issues linked to deepfake misuse.
As AI continues to evolve, responsible usage and stringent safeguards become imperative to ensure its benefits are harnessed ethically, safeguarding individuals from potential harm. The deepfake dilemma emphasizes the urgency of implementing robust measures and collaborative efforts between tech companies, policymakers, and the public to mitigate the risks posed by the misuse of advanced technologies.
Responding to growing incidents of deepfake, Google, a global tech giant, has outlined its strategy to combat deepfakes and AI-generated content, emphasizing collaboration, open communication, and proactive mitigation.
Google's Acknowledgment of Risks
Deepfakes, AI-generated morphed content, pose a significant challenge in the era of advanced technology. Google acknowledges these risks and has committed to investing in AI-related technology to address the issue. The company is actively testing safety and security measures, particularly in the realm of synthetic media, which includes AI-generated photo-realistic audio or video content.
Collaborative Efforts and Risk Mitigation
Recognizing the complexity of the deepfake problem, Google emphasizes the importance of collaboration, open communication, risk assessment, and proactive mitigation strategies. The company employs a combination of human reviewers and AI classifiers to enforce community guidelines and enhance content moderation systems.
Google is working closely with policymakers, researchers, and experts in India to develop effective solutions, including the establishment of a multidisciplinary center for Responsible AI. Collaboration with the Indian government for a multi-stakeholder discussion on responsible AI development is also underway.
Google’s Initiatives for Tackling Deepfake
Google has unveiled several initiatives and safety tools to combat the spread of deepfakes and AI-generated misinformation. One notable initiative is the integration of Google’s AI-based assistant Bard into Google Search. This integration includes the addition of “About this result” to provide context and information on the source of the result, along with an option to ‘double-check’ the result for authenticity.
i) Guardrails and Safeguards
To address the issue of fake images, Google has implemented guardrails and safeguards, including the introduction of SynthID. This system employs an embedded watermark and metadata labeling solution to flag photos generated using Google’s text-to-image generator, Imagen. Machine learning, in conjunction with human reviewers, is utilized to swiftly detect and remove content that violates guidelines, enhancing the accuracy of content moderation systems.
ii) Disclosure Requirements for YouTube
Google is taking specific measures for YouTube, a popular platform for sharing video content. The company plans to introduce disclosure requirements for creators using altered or AI-generated content. Creators will be mandated to inform users by adding labels to the description panel and video player. Additionally, a ‘privacy request process’ is being developed to allow users to take down content that utilizes AI to imitate an individual’s face or voice.
iii) Updates to Advertising Policies
In response to the evolving landscape, Google has updated its election advertising policies. Publishers are now required to declare if their ads include digitally altered or generated content with the intent to deceive, mislead, or defraud users.
iv) Guardrails in Google Search
Google Search incorporates guardrails such as Knowledge Panels and Featured Snippets to flag deepfakes and AI-modified content, providing users with additional information about the authenticity of the results.
v) Commitment to Responsible AI Practices
Google reiterates its commitment to responsible AI practices, engaging with policymakers, researchers, and experts across India. In December of the previous year, the company allocated $1 million in grants to the Indian Institute of Technology, Madras, to establish a Responsible AI center, focusing on studying bias in AI from an Indian perspective.
Final Thought
As deepfakes continue to pose a threat to privacy and information integrity, Google’s comprehensive approach to combating AI-generated misinformation reflects a commitment to promoting responsible AI practices. The collaborative efforts with Indian stakeholders and the implementation of various initiatives and tools demonstrate Google’s dedication to staying ahead of the challenges posed by rapidly advancing technology in the world of synthetic media.
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