Snap plans to add watermarks to AI-generated images

Snap Inc. is adding watermarks to images created with its AI tools on Snapchat, which will feature a translucent Snap logo with a sparkle emoji. This watermark aims to indicate that an image is AI-generated, enhancing transparency for users and aligning with actions by other tech giants like Microsoft, Meta, and Google. Snap emphasizes the importance of this move to ensure users can identify AI-generated content, addressing potential issues of content authenticity and misuse. For advertising executives, this initiative could signal a shift towards greater accountability and transparency in digital content creation, influencing how brands might use AI-generated content responsibly. This strategy could also impact user engagement and trust, essential factors for advertising strategies on social media platforms.

The watermark is a translucent version of the Snap logo with a sparkle emoji, and it will be added to any AI-generated image exported from the app or saved to the camera roll.

On its support page, the company said removing the watermark from images will violate its terms of use. It’s unclear how Snap will detect the removal of these watermarks. We have asked the company for more details and will update this story when we hear back.

Other tech giants like Microsoft, Meta and Google have also taken steps to label or identify images created with AI-powered tools.

Currently, Snap allows paying subscribers to create or edit AI-generated images using Snap AI. Its selfie-focused feature, Dreams, also lets users use AI to spice up their pictures.

In a blog post outlining its safety and transparency practices around AI, the company explained that it shows AI-powered features, like Lenses, with a visual marker that resembles a sparkle emoji.

Full story at TechCrunch.