Labeling AI-Generated Content

Visible labels should be added to AI-generated content to build transparency and trust with your audience. This applies to content generated for your site or for use elsewhere.

Depending on your location or your audience's location, labeling may also be a legal requirement. For example, under regulations such as the EU AI Act, which includes transparency obligations for certain AI-generated content.

You may need to add a visible label when you publish AI-generated or AI-modified content that realistically resembles existing people, objects, places, or events; and could appear authentic to a viewer.

Content that may need a label includes:

• A video that depicts a real person saying or doing something they didn't actually say or do, generated or modified with AI

• An image that could be mistaken for a real photograph of a person or place

• An audio file that could be mistaken for a recording artist, or other real world person

Place the label where your audience can see it when they encounter the content. For example, this could be at the start of a video, or next to an image.

• Add a text label on or near the content: Use a clear label such as "AI-generated image", "Created with AI", or "This video was generated using AI".

• Add a caption or description: When you publish an image or video, include a caption that states the content was AI-generated or significantly altered with AI.

• Ask your AI tool to include a label or other signifier: You can ask AI tools to add a visible AI-generated mark as part of their output. Similarly, an audio file could have an audio message indicating AI content added at the beginning of the file.