Meanwhile, Google has just rolled out its SynthID standard. This technology was developed to counter the shocking 550% increase in deepfake videos from 2019 to 2024. With the projected increase of deepfake content, the opportunities for misinformation in the public domain are severe and challenging. According to the tech giant, SynthID is already saving the day in a big way. During its 10 months of operation since launch (as of September 2023), it has watermarked more than 10 billion pieces of media.
Kyle Wiggers, AI Editor over at TechCrunch, emphasizes the need to tackle the deepfake problem head on. As Wiggers reminds us, social media platforms are already reeling from the effects of AI-generated content. Four of the 20 most-shared Facebook posts in the U.S. were clearly the product of AI bots. This underscores how audacious technology is playing an ever greater role in crafting narratives and moving the audience.
Deepfake technology is quickly advancing, posing significant threats to people and corporations alike. Now, more than ever, it’s difficult to distinguish between real media and false information. Wiggers, who resides in Manhattan with his partner, a music therapist, underscores the necessity for effective tools to identify and mitigate these threats. The dangers of deepfake technology go beyond the deliberate use in entertainment, impacting democratic processes, public discourse, and individual reputations.
We’re seeing an industry shift toward ensuring that all media is authentic. Google’s SynthID standard is a big step towards combating misinformation. In response, Google has begun embedding watermarks into digital content as an identification system to reveal AI-generated media. This effort is a significant step toward transparency among all online platforms. The pace at which SynthID is already being used shows a willingness to take a proactive approach to address this urgent concern.
Experts in the field of artificial intelligence and digital ethics emphasize the importance of developing technologies that can discern real from fake. As deepfakes become more mainstream, developments like Google’s SynthID bring a glimmer of optimism that we can raise a smarter, more skeptical public. Above all, they emphasize that dependence on these tools is crucial in order to protect the integrity of all information shared through digital mediums.