EU requires Big Tech to limit AI-created content “immediately”

The avalanche of content generated by artificial intelligence is shaking the EU and its regulations, so the last move by Brussels in the face of this situation has been to pressure big technology companies to apply a new method against misinformation generated by AI: labels .

The bloc wants online platforms to label all photos, videos and texts generated by AI, as announced by the Vice President of the European Commission, Vera Jourová: “The labeling must be done now, immediately”, warned the community official, who urge to carry out this measure.

This new attempt to legislate on AI comes precisely when ChatGPT has been identified as the fastest growing application in history, in addition to coinciding with the rise of artificial intelligence image generators that are capable of copying artistic creations. and spread misinformation.

In this sense, Jourová has warned from Brussels that “malicious agents” can use these services to spread false news, so it is urgent to legislate: “Companies that have services with the potential to spread disinformation generated by artificial intelligence must, in turn, , implement a technology that recognizes this content and clearly labels it to users”, he pointed out.

However, Jourová’s requests are for many impossible to carry out because the disinformation code is purely voluntary, the signatories have no obligation to comply with it, and those who attempt it will face great obstacles. To detect and mark all synthetic media in real time, the platforms will have to overcome immense technical challenges. In addition, their labels could be wrong, manipulated or counterfeited.

Google seems to have taken the step of committing to follow these principles, according to Jourová, since the technology giant would have expressed its confidence in being able to comply with the European request: “Yes, but we are developing the technologies further,” replied Sundar Pichai, CEO of Google to the official For its part, Twitter has refused to follow this path and the vice president has warned them: “They have chosen confrontation.”