The “Made with AI” Label: Meta’s Approach Draws Criticism from Photographers

In an effort to promote transparency, Meta introduced a “Made with AI” label to identify photos created or edited using artificial intelligence tools on its social media platforms.

However, the company’s implementation has sparked controversy among photographers, who claim that the label is being incorrectly applied to their work.

Since May, Meta has been regularly tagging photos with the “Made with AI” label on Facebook, Instagram, and Threads. But the label has appeared on photos that were not created using AI tools, leading to frustration among photographers.

One notable example is a photo of the Kolkata Knight Riders winning the Indian Premier League Cricket tournament, which was incorrectly labeled.

Former White House photographer Pete Souza also reported that one of his photos was tagged with the label, despite not using AI tools in its creation. Souza suspects that Adobe’s cropping tool, which now requires flattening the image before saving, triggered Meta’s algorithm to apply the label.

Meta’s approach relies on image metadata to detect AI-generated content, utilizing industry standards like C2PA and IPTC. However, the company’s labeling system has raised concerns among photographers, who argue that simply editing a photo with a tool should not warrant the label.

While some photographers support Meta’s approach, arguing that any use of AI tools should be disclosed, others believe that the label is misleading and fails to distinguish between AI-generated content and edited photos. With the U.S. elections approaching, social media companies face increasing pressure to handle AI-generated content accurately.

Meta’s labeling system has sparked a debate about transparency and accountability in AI-generated content. As the company continues to refine its approach, it must address the concerns of photographers and users alike, ensuring that the “Made with AI” label is applied accurately and with clarity.