Openai, Adobe and Microsoft supported the California state bill, requiring marketing content created using artificial intelligence (AI). It is expected that the bill will be submitted to the final vote this month.
According to the requirements of the bill AB 3211 , photographs, video and audio recordings created using AI, must have watermarks in metadata . Many companies operating in AI already use this practice, but most users do not pay attention to metadata. In addition to this, the bill obliges large online platforms, including Instagram*and X (previously Twitter **), indicate that the content was created using AI, in the form understandable for ordinary users.
Openai, Adobe and Microsoft are part of the coalition for checking the authenticity and origin of content (Coalition for Content Provenance and Authenticity), which took part in the creation of metadata C2PA – a standard used to label and content. Companies strive to increase transparency in the use of AI and reduce the likelihood of misinformation.
In April, a trading group representing Adobe, Microsoft and the largest manufacturers of the US software, opposed The bill AB 3211. In a letter to California legislators, they called it “unacceptable” and “excessive”. However, the amendments made to the document apparently changed their position, and now companies express support to the bill.