As GenAI Content Explodes, So Does the Need for Watermarking

Digital watermarks are the first step in managing ownership concerns

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Authenticating AI-generated content, or watermarking, has gained traction these last few months.

In July, companies including OpenAI, Google and Meta made voluntary commitments to the White House to implement guardrails to help make invisible watermarking safer and more transparent. Meta’s Instagram appears to be testing new notices to identify content created or modified by AI. In June, Publics Groupe joined the Coalition for Content Provenance and Authenticity (C2PA) and is working on the wide adoption of digital watermarks.



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