The European Union is pushing for tech companies to detect and label artificial intelligence (AI)-generated content to combat the spread of disinformation, while policies in the U.S. remain less defined.
The EU’s executive body has asked tech platforms including Google, Facebook, YouTube, and TikTok to detect and label photos, videos, and text generated by AI, as part of its bid against disinformation. These efforts have been sparked by fears that generative AI technologies, such as advanced chatbots like ChatGPT, could amplify the spread of fake news and misinformation.
Despite the European Commission’s call, there is currently no obligation for tech firms to comply with this request, as the EU’s code of practice against disinformation is voluntary. Sundar Pichai, Google’s CEO, has, however, assured that the company is developing technologies to detect and label AI-generated content.
In a notable move, Twitter has withdrawn from the EU code of practice, indicating a potential confrontation with the EU’s approach to handling AI-generated content.
Upcoming regulations under the EU’s Digital Services Act will compel platforms like Twitter to provide greater transparency about their algorithms and work towards blocking the spread of harmful posts. Violations could result in hefty fines or a ban from operating in the EU
Additionally, the EU is also formulating new legislation under the AI Act, which may restrict certain uses of AI. Interim measures being considered include a new voluntary generative AI code of conduct and an “AI pact” for early adoption of future rules
In contrast, U.S. policies regarding AI-generated content are less explicit. The Federal Trade Commission has warned companies against deceiving consumers about AI-generated content, but no specific regulations have been announced yet.
Why it matters: The increasing sophistication of AI technologies has raised concerns about their potential misuse, especially in the spread of disinformation. While the EU is taking active measures to address this issue, the approach in the U.S. remains to be seen.