Why AI watermarks miss the mark in preventing misinformation

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Why AI watermarks miss the mark in preventing misinformation
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Kat Tenbarge is a tech and culture reporter for NBC News Digital. She can be reached at [email protected]

Watermarking has been floated by Big Tech as one of the most promising methods to combat the escalating AI misinformation problem online. But so far, the results don’t seem promising, according to experts and a review of misinformation conducted by NBC News.

But there are thousands of AI models available to download and use on app stores like Google Play and websites like Microsoft’s GitHub that aren’t beholden to watermarking standards. For Adobe’s C2PA standard, which has been adopted by Google, Microsoft, Meta, OpenAI, major news outlets, and major camera companies, images are intended to automatically have a watermark paired with a visible label called “content credentials.

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