Meta launches Content Seal AI watermarking tool amid doubts over its reliability

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Meta's Oversight Board urged the company in March to use its own tools to curb the spread of deceptive AI-generated content. In response, Meta introduced Content Seal in July, an invisible watermarking system designed to flag images produced by its AI models. The feature was quietly announced alongside the launch of Meta's Muse image and video generation tools. Critics note that more established alternatives, such as Google's SynthID and C2PA Content Credentials, already exist and are considered more reliable. Experts and observers have raised concerns that Content Seal falls short compared to these proven solutions.

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