Google plans to launch technology that will detect whether a photo was taken with a camera, edited with software like Photoshop, or created by generative AI models. In the coming months, Google search results will include an updated “About this image” feature that will tell users whether an image was created or edited using AI tools.
The system used by Google is part of the Coalition for Content Provenance and Authenticity (C2PA), one of the largest groups tackling AI-generated images. C2PA authentication is a technical standard that includes information about the origin of images and works across both hardware and software to create a digital trail. Amazon, Microsoft, Adobe, Arm, OpenAI, Intel, Truepic and Google have all supported C2PA authentication, but adoption has been slow. Google's integration into search results will be a first major test for the initiative.
Google helped develop the latest C2PA technical standard (version 2.1) and will use it alongside a future C2PA trusted list that will allow platforms like Google Search to confirm the origin of content. “For example, if the data shows that an image was taken with a particular camera model, the trusted list helps confirm the accuracy of that information,” says Laurie Richardson, vice president of trust and safety at Google.
Google also plans to integrate C2PA metadata into its advertising systems. “Our goal is to build this out over time and use C2PA signals to inform how we enforce important policies,” says Richardson. “We're also exploring ways to share C2PA information with viewers on YouTube when content is captured on camera, and we'll share more updates on this throughout the year.”
While Google is one of the first major tech companies to adopt the C2PA authentication standard, there are still many adoption and interoperability challenges ahead to get this working across a wide range of hardware and software. Only a handful of cameras from Leica and Sony support the open C2PA technical standard, which adds metadata about camera settings and the dates and location an image was taken to photos. Nikon and Canon have both committed to adopting the C2PA standard, and we are still waiting to hear whether Apple and Google will implement C2PA support in iPhones and Android devices.
Adobe's Photoshop and Lightroom apps can add C2PA data, but Affinity Photo, Gimp and many others cannot. There are also issues with displaying the data after it's been added to a photo, as most major online platforms don't offer labels. However, Google's adoption of it in search results could encourage others to introduce similar labels.
“Identifying and labelling content origins remains a complex challenge that requires a range of considerations depending on the product or service,” Richardson acknowledges. “While we recognise there is no one-size-fits-all solution for all online content, working with others in the industry is critical to creating sustainable and interoperable solutions.”