Meta has announced changes to its “Made with AI” labels after receiving numerous complaints from photographers about the mislabeling of non-AI-generated content. The company will now use the term “AI info” instead, acknowledging that the previous labels were not always in line with users’ expectations and often lacked sufficient context.
The “Made with AI” labels were introduced earlier this year following criticism from the Oversight Board regarding Meta’s “manipulated media” policy. Meta, like many other companies, had committed to using “industry standard” indicators to identify when generative AI had been used to create an image. However, issues quickly arose as photographers reported that Facebook and Instagram were erroneously tagging their non-AI images with the AI label. According to tests by PetaPixel, even minor edits made with Adobe’s generative fill tool in Photoshop—such as adjusting a small speck—could trigger the label.
In its update, Meta did not specifically name Photoshop but acknowledged that some content with minor AI modifications, including retouching tools, had industry standard indicators that caused the “Made with AI” badge to appear. Meta stated, “While we work with companies across the industry to improve the process so our labeling approach better matches our intent, we’re updating the ‘Made with AI’ label to ‘AI info’ across our apps, which people can click for more information.”
Despite the label change, there will still be some confusion, as the “AI info” labels will not provide specific details about what AI-enabled tools might have been used on the image. The contextual menu that appears when users tap on the badge will remain the same, offering a generic description of generative AI and noting that Meta may add the notice “when people share content that has AI signals our systems can read.”
The original intent behind the labels was to increase transparency and inform users about the presence of AI-generated or modified content. However, the execution of this policy led to frustration among photographers and other content creators, who found their genuine work mistakenly labeled as AI-generated.
Meta’s adjustment aims to address these concerns while it continues to refine the technology and processes behind its labeling system. By working with industry partners, Meta hopes to improve the accuracy and relevance of its labels, ensuring that they better align with the actual use of AI tools in content creation.
This update reflects the ongoing challenges tech companies face in balancing transparency, accuracy, and user trust in an era where AI is increasingly integrated into creative processes. As Meta continues to evolve its policies and technologies, it will need to maintain open communication with its user base to address concerns and improve the overall user experience.
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