Google and OpenAI expand AI‑generated content labeling and verification tools

Google is scaling its Synth‑ID watermark that marks AI‑generated images, video and audio, extending the invisible label to over 100 billion pieces of content. The technology, first introduced three years ago, will be built into newer Pixel phones (Pixel 8, 9, 10) and integrated across Google services such as Search’s AI mode, Google Lens, Circle to Search and Gemini in Chrome. Google also released an API so companies like Shutterstock, Snap and Canva can add AI‑origin tags to their platforms, and it plans to use the C2PA cryptographic signature for video and for labeling deep‑fake material on Instagram.

OpenAI, meanwhile, announced tighter controls on AI‑generated images by adopting Google’s Synth‑ID watermark and launching a verification portal that lets users check whether an image was created by AI. Both moves aim to give users clearer signals about the provenance of media and to help curb the spread of synthetic content online.