The former deputy PM – now an executive at the company that owns Facebook and Instagram – says the lines between human and “synthetic content” is becoming “blurred” – as the firm said it planned to label all AI images on its platforms.
Meta, which also owns the Threads social media site, has already been placing “Imagined with AI” labels on photorealistic images created using its own Meta AI feature.
The tech giant said it is now building “industry-leading tools” that will allow it to identify invisible markers on images generated by artificial intelligence that have come from other sites such as Google, OpenAI, Microsoft or Adobe.
Meta has said it will roll out the labelling on Facebook, Instagram and Threads in the coming months.
Sir Nick Clegg, who is now Meta’s president of global affairs, wrote in a statement that the move comes during a year when a “number of important elections are taking place around the world”.
He added: “During this time, we expect to learn much more about how people are creating and sharing AI content, what sort of transparency people find most valuable, and how these technologies evolve. What we learn will inform industry best practices and our own approach going forward.”
Sir Nick said the move is important at a time when “the difference between human and synthetic content” is becoming “blurred”.
Meta says it has been working with “industry partners on common technical standards for identifying AI content”, adding that it will be able to label AI-generated images when its technology detects “industry standard indicators”.
The company says the labels will come in “all languages”.
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Why has Meta decided now, to announce a big shift in its efforts to get to grips with AI generated images and video?
By one recent estimate, since 2022 alone 15 billion images have been generated by AI and uploaded to the internet. Like much of the content online, most of them fit into the harmless, even silly cute kitten, sci-fi, anime variety.
But a large number are harmful. Things like fake explicit images of public or private individuals uploaded without their consent, or politically motivated misinformation designed to manipulate the truth.
But the other reason for the reaction is companies like Meta know they are going to be forced to do something about it.
The UK passed the Online Safety Act last year which makes uploading fake explicit images of a person without their consent a crime. Lawmakers in the US last week told social media bosses that they were failing in their duty to keep users safe online and that laws to compel them to do more were now the only course of action.
Will Meta’s announcement make a difference? Yes, in that it will likely compel their rivals to follow suit and certainly will help make it clearer what images are AI generated and which aren’t.
But several research teams have shown that digital watermarking – even watermarks buried in the metadata of an image – can be removed with little expertise. Even Meta admits the technology isn’t perfect.
The real test will be whether we see, in the coming months, a decrease in the explosion of harmful fake images appearing online. And that’s probably going to be easier said than done.
While a superstar like Taylor Swift might be able to pressure Big Tech into taking down illegal images of her – the same can’t be said for the 3.5 billion users of one Meta platform or other.
If that doesn’t happen, the next test will be whether we see large and powerful tech companies in court over the issue. Some predict only hitting big tech in their pockets will really bring about change.
Sir Nick has said it’s not yet possible for Meta to identify all AI-generated content – with those who produce the images able to strip out invisible markers.
He added: “We’re working hard to develop classifiers that can help us to automatically detect AI-generated content, even if the content lacks invisible markers. At the same time, we’re looking for ways to make it more difficult to remove or alter invisible watermarks.”
Sir Nick said this part of Meta’s work is important because the use of AI is “likely to become an increasingly adversarial space in the years ahead”.
Image: An AI-generated image of Elon Musk. Pic: Full Fact
“People and organisations that actively want to deceive people with AI-generated content will look for ways around safeguards that are put in place to detect it. Across our industry and society more generally, we’ll need to keep looking for ways to stay one step ahead,” he said.
Meta also plans to add a feature to its platform that will allow people to disclose when they are sharing AI-generated content so the company can add a label to it.
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0:46
Swift deepfake: White House ‘alarmed’
US President Biden’s spokesperson said the sexually explicit images of the star were “very alarming”.
White House Press Secretary Karine Jean-Pierre said social media companies have “an important role to play in enforcing their own rules”, as she urged Congress to legislate on the issue.
A royal reunion that was not all it seemed
In the UK, a slideshow of eight images appearing to show Prince William and Prince Harry at the King’s coronation spread widely on Facebook in 2023, with more than 78,000 likes.
One of them showed a seemingly emotional embrace between William and Harry after reports of a rift between the brothers.
However, none of the eight images were genuine.
Meanwhile, an AI-generated mugshot of Donald Trump when he was formally booked on 13 election fraud charges fooled many people around the world in 2023.
The ripping up of the trade rule book caused by President Trump’s tariffs will slow economic growth in some countries, but not cause a global recession, the International Monetary Fund (IMF) has said.
There will be “notable” markdowns to growth forecasts, according to the financial organisation’s managing director Kristalina Georgieva in her curtain raiser speech at the IMF’s spring meeting in Washington.
Some nations will also see higher inflation as a result of the taxes Mr Trump has placed on imports to the US. At the same time, the European Central Bank said it anticipated less inflation from tariffs.
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1:42
Trump’s tariffs: What you need to know
Earlier this month, a flat rate of 10% was placed on all imports, while additional levies from certain countries were paused for 90 days. Car parts, steel and aluminium are, however, still subject to a 25% tax when they arrive in the US.
This has meant the “reboot of the global trading system”, Ms Georgieva said. “Trade policy uncertainty is literally off the charts.”
The confusion over why nations were slapped with their specific tariffs, the stop-start nature of the taxes, and the rapid escalation of the tit-for-tat levies between the US and China sparked uncertainty and financial market turbulence.
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“The longer uncertainty persists, the larger the cost,” Ms Georgieva cautioned.
“Unusual” activity in currency and government debt markets – as investors sold off dollars and US government debt – “should be taken as a warning”, she added.
“Everyone suffers if financial conditions worsen.”
These challenges are being borne out from a “weaker starting position” as public debt levels are much higher in recent years due to spending during the COVID-19 pandemic and higher interest rates, which increased the cost of borrowing.
The trade tensions are “to a large extent” a result of “an erosion of trust”, Ms Georgieva said.
This erosion, coupled with jobs moving overseas, and concerns over national security and domestic production, has left us in a world where “industry gets more attention than the service sector” and “where national interests tower over global concerns,” she added.
But the high profits are not expected to increase, according to Sainsbury’s, which warned of heightened competition as a supermarket price war heats up.
Sainsbury’s said it had spent £1bn lowering prices, leading to a “record-breaking year in grocery”, its highest market share gain in more than a decade, as more people chose Sainsbury’s for their main shop.
It’s the second most popular supermarket with market share of ahead of Asda but below Tesco, according to latest industry figures from market research company Kantar.
In the same year, the supermarket announced plans to cut more than 3,000 jobs and the closure of its remaining 61 in-store cafes as well as hot food, patisserie, and pizza counters, to save money in a “challenging cost environment”.
This financial year, profits are forecast to be around £1bn again, in line with the £1.036bn in retail underlying operating profit announced today for the year ended in March.
The grocer has been a vocal critic of the government’s increase in employer national insurance contributions and said in January it would incur an additional £140m as a result of the hike.
Higher national insurance bills are not captured by the annual results published on Thursday, as they only took effect in April, outside of the 2024 to 2025 financial year.
Supermarkets gearing up for a price war and not bulking profits further could be good news for prices of shelves, according to online investment planner AJ Bell’s investment director Russ Mould.
“The main winners in a price war would ultimately be shoppers”, he said.
“Like Tesco, Sainsbury’s wants to equip itself to protect its competitive position, hence its guidance for flat profit in the coming year as it looks to offer customers value for money.”
There has been, however, a warning from Sainsbury’s that higher national insurance contributions will bring costs up for consumers.
News shops are planned in “key target locations”, Sainsbury’s results said, which, along with further openings, “provides a unique opportunity to drive further market share gains”.
US stock markets suffered more significant losses on Wednesday, with stocks in leading AI chipmakers slumping after firms said new restrictions on exports to China would cost them billions.
Nvidia fell 6.87% – and was at one point down 10% – after revealing it would now need a US government licence to sell its H20 chip.
Rival chipmaker AMD slumped 7.35% after it predicted a $800m (£604m) charge due to its MI308 also needing a licence.
Dutch firm ASML, which makes hardware essential to chip manufacturing, fell more than 5% after it missed order expectations and said US tariffs created uncertainty.
The losses filtered into the tech-dominated Nasdaq index, which recovered slightly to end 3% down, while the larger S&P 500 fell 2.2%.
Image: Pic: AP
Such losses would have been among the worst in years were it not for the turmoil over recent weeks.
It comes as China remains the focus of Donald Trump’s tariff regime, with both countries imposing tit-for-tat charges of over 100% on imports.
The US commerce department said in a statement it was “committed to acting on the president’s directive to safeguard our national and economic security”.
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13:27
Could Trump make a trade deal with UK?
Nvidia’s bespoke China chip is already deliberately less powerful than products sold elsewhere after intervention from the previous Biden administration.
However, the Trump government is worried the H20 and others could still be used to build a supercomputer in China, threatening national security and US dominance in AI.
Nvidia said the move would cost it around $5.5bn (£4.1bn) and the licensing requirement would be in place for the “indefinite future”.
Nvidia’s recently announced a $500bn (£378bn) investment to build infrastructure in America – something Mr Trump heralded as a victory in his mission to boost US manufacturing.
However, it appears to have been too little to stave off the new restrictions.
Pressure has also come from the Democrats, with senator Elizabeth Warren writing to the commerce secretary and urging him to limit chip sales to China.
Meanwhile, the head of US central bank also warned on Wednesday that US tariffs could slow the economy and raise inflation more than expected.
Jerome Powell said the bank would need more time to decide on lowering interest rates.
“The level of the tariff increases announced so far is significantly larger than anticipated,” he said.
“The same is likely to be true of the economic effects, which will include higher inflation and slower growth.”
Predictions of a recession in the US have risen significantly since the president revealed details of the import taxes a few weeks ago.
However, he subsequently paused the higher rates for 90 days to allow for negotiations.