How to identify AI content on Meta Products
Updated:21 weeks ago
Labelling and identifying AI content is different for ads.
Generative artificial intelligence (generative AI) is a tool that helps create or modify content such as images and text in new ways.
How generative AI works
Generative AI models are trained using billions of pieces of information. To generate new content, generative AI models learn about patterns and relationships between these pieces of information based on prompts or instructions.
For example, you might type a request in a generative AI tool asking for an image of three brown dogs running through a meadow of flowers. Or you might request a joke written in the style of a historical figure, like Shakespeare.
How AI-generated content is identified on Meta products
Content created or modified using AI tools may be identified and labelled to help promote transparency across Meta Products.
There are many AI tools that can create or modify content. Some content that is made or modified using one of these tools may have an industry-standard signal that identifies the content as being created or modified using AI tools. For example, a person might edit an image using a common photo editing tool to share with their followers.
If a photo editing tool uses AI to change the size or colour of an image, then the image may have a signal that shows it was edited using AI. These signals are read by Meta's systems to determine if the content needs a label.
When AI-generated content is labelled on Meta Products
There are a few ways organic content, or content that is not an ad, will be labelled on Meta Products.
- When Meta's systems detect AI signals in organic content
- When people label their AI-generated content
Content made with third-party tools may contain signals that show whether the content was created or modified with AI. Content with signals indicating that it was created with AI will be labelled AI info. Content with signals indicating that it was modified using AI will not have the AI info label directly on the post, story, reel or thread. You can learn more about how the post, story, reel or thread was modified by AI by clicking the 
People using Meta products are also able, and in some cases required, to label their content with AI info when they share AI-generated content or content that was modified using AI.
Meta may continue to update the approach around transparency as more is learned about AI-generated content across Meta technologies.
Other AI labels that you might see
Any content that is created or edited using Meta's AI tools and shared to Facebook, Instagram or Threads as a post, story, reel or thread may be automatically labelled as AI content or in some cases, feature a visible watermark.
Note: Not all AI content contains the information needed to identify it.
When the AI info label is required
Meta requires an AI label when content has photorealistic video or realistic-sounding audio that was digitally created, modified or altered, including with AI.
Note: There may be penalties for content shared without a label when it is required.
Meta does not require a label for images that have been created or modified with AI. However, these images may still receive a label if the systems detect that they were AI-generated or if they were modified using AI.
Examples of digitally created content that requires a label:
- A video that appears realistic of a group of people walking around an outdoor market
- An audio file of two people talking
- A song created using AI-generated vocals
- A reel narrated with a realistic AI-generated voiceover
Examples of digitally created content that does not require a label:
- Video of an outdoor landscape, created in a style resembling a cartoon
- Image of a person riding a bull (Meta does not require a label for images)
You can read more about this requirement in the Transparency Centre.
Note: We will update our transparency approach as we learn more about AI-generated content on our platforms. Learn more about generative AI in the Privacy Centre.
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