As AI makes it more challenging to evaluate media, the question of how to assess what is authentic has never been more urgent. When audiences cannot reliably distinguish authentic from synthetic, trust in information — a basis for democracy, financial systems, relationships, and more — can erode. AI-generated audio and video have already been deployed to manipulate perception of election candidate...
The EU Code of Practice aims to establish normative guidance on synthetic media transparency, but it is not the only mechanism for doing so. Parallel investments in standards, advocacy, and regulatory efforts across countries are needed to fully implement these norms. The removal of model-level transparency from the draft COP is a concern, as it had broad buy-in from key players.
The future of synthetic media is not just a technical challenge; it is a human one that requires the involvement of c...