Meta updates “Made by AI” label across Facebook, Instagram: Here’s what is changing

Meta, the parent company of Facebook and Instagram, announced updates to its approach to handling ‘manipulated’ media, specifically content generated or edited with artificial intelligence (AI) tools. Under these updates, the Mark Zuckerberg-led company is replacing the “Made by AI” label on video, audio and image content with “AI info”.
As per the company, the revision comes after feedback from the Oversight Board, a group of independent experts who review content moderation decisions, and public opinion surveys and consultations with experts on “Made with AI” label – which is an indicator for identifying AI content, including video and audio.
“We agree with the Oversight Board’s recommendation that providing transparency and additional context is now the better way to address manipulated media and avoid the risk of unnecessarily restricting freedom of speech, so we’ll keep this content on our platforms so we can add labels and context,” Meta said in an updated blog post.

Last week, a report said that several photographers complained that their original photos are being labelled “Made with AI” on Instagram. The photographers, which also included former White House lensman Pete Souza, said that they were unable to uncheck the “Made with AI” option and used simple retouching tools to make photos better.
“Like others across the industry, we’ve found that our labels based on these indicators weren’t always aligned with people’s expectations and didn’t always provide enough context. For example, some content that included minor modifications using AI, such as retouching tools, included industry standard indicators that were then labelled ‘Made with AI’,” the social media giant said.
The new approach focuses on wider transparency with the "AI info" label, the company says. This label will be applied to a broader range of video, audio, and image content when AI indicators are detected or when users disclose using AI. Clicking the label will provide users with more information about the content and its potential manipulation.
“While we work with companies across the industry to improve the process so our labelling approach better matches our intent, we’re updating the ‘Made with AI’ label to ‘AI info’ across our apps, which people can click for more information,” it said.
The changes are being rolled out to all users across Facebook and Instagram.