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  • Writer's pictureSarah Ruivivar

Meta’s AI Labels Annoy Photographers

Image credits: Dima Solomin / Unsplash

Meta’s recent move to label photos as "Made with AI" on Facebook, Instagram, and Threads has sparked quite the uproar.


Since February, the tech giant has been tagging images created or edited with AI tools. However, many photographers are fuming as their non-AI photos are being mislabelled.


Photographers like former White House snapper Pete Souza have voiced their frustration. Souza’s photo was wrongly tagged after he used Adobe’s cropping tool. He suspects the new tool’s need to "flatten the image" triggered Meta’s algorithm. Despite unchecking the label, the tag persisted, much to his annoyance.


 

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Photo by Pete Souza which Instagram has labeled as “Made with AI.” Image Credit: Instagram (screenshot)

Meta, while not directly addressing individual cases, has stated that their intent is to inform users when AI tools are involved. They’re now re-evaluating their approach to ensure labels accurately reflect AI usage.


The company uses metadata to detect AI involvement, relying on industry standards like C2PA and IPTC. Yet, the system isn’t foolproof. Some AI-generated images slip through without tags, while genuine photos get mislabelled, causing confusion.


With the U.S. elections looming, the pressure is on for Meta to get it right. For now, users can only hope for a more accurate and transparent labelling system.







 

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