NamedSynthID, the system harnesses deep learning to embed digital stamps into the pixels of images.
According to DeepMind, the watermarks are imperceptible to the human eye, but detectable with an algorithm.
The UK-based research lab said the watermark doesnt compromise image quality.
It also remains detectable after modifications, such as adding filters, changing colours, and cropping.
The concept resembles watermarks applied to movies and stock photos.
But in this case, the objective isnt to protect rights holders from counterfeits, but viewers from deception.
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The risks were recently exposed in a Ron DeSantis presidentialcampaign video.
But forensic experts believe the images are deepfakes.
China has already imposed strict rules on such tech.
In January, the country made itmandatoryto label content produced with artificial intelligence.
Similar rules are also being implemented in the EU.
The US is also pushing companies to identify content made with AI.
After a White House meeting last month, Google and six other tech giantspledgedto develop watermarking systems.
SynthID is a step towards fulfilling the commitments but the system remains experimental.
Initially, the tool will only be available to some paying customers of Googles cloud computing business.
It also only works on content produced with the Imagen art generator.
That may change in the future.
According to Google, SynthID couldbe expanded across additional AI models.
The company said it also plans to integrate the tool with other products.
Governments and regulators will be closely following the progress.
Story byThomas Macaulay
Thomas is the managing editor of TNW.
He leads our coverage of European tech and oversees our talented team of writers.
Away from work, he e(show all)Thomas is the managing editor of TNW.
He leads our coverage of European tech and oversees our talented team of writers.
Away from work, he enjoys playing chess (badly) and the guitar (even worse).
