Meta responds to photo tagging issues with new AI labels

Meta has announced a significant update regarding using AI labels across its platforms, replacing the ‘Made with AI’ tag with ‘AI info’. This change comes after widespread complaints about the incorrect tagging of photos. For instance, a historical photograph captured on film four decades ago was mistakenly labelled AI-generated when uploaded with basic editing tools like Adobe’s cropping feature.

Kate McLaughlin, a spokesperson for Meta, emphasised that the company is continuously refining its AI products and collaborating closely with industry partners on AI labelling standards. The new ‘AI info’ label aims to clarify that content may have been modified with AI tools rather than solely created by AI.

The issue primarily stems from how metadata tools like Adobe Photoshop apply information to images, which platforms interpret. Following the expansion of its AI content labelling policies, daily photos shared on Meta’s platforms, such as Instagram and Facebook, were erroneously tagged as ‘Made with AI’.

Initially, the updated labelling will roll out on mobile apps before extending to web platforms. Clicking on the ‘AI info’ tag will display a message similar to the previous label, explaining why it was applied and acknowledging the use of AI-powered editing tools like Generative Fill. Despite advancements in metadata tagging technology like C2PA, distinguishing between AI-generated and authentic images remains a work in progress.