We believe AI holds incredible potential, but unlocking it responsibly means putting safeguards in place and developing tools that help people identify synthetic content. To help promote authenticity in the AI era, we’ve invested in content provenance technologies. These include content credentials, which use cryptographically signed metadata to securely convey the origin and editing history of media files, and SynthID, which includes state-of-the-art watermarking tools so AI-generated content can be easily and reliably identified.

SynthID 
Google DeepMind’s tool for watermarking and identifying AI-generated content to increase digital transparency.

About this image
Search features that provide essential context on an image’s history, metadata, and AI-labeling to help users verify visual content.

A smart regulatory framework is essential to enabling an appropriate approach to harmful content. Our practices are informed by four key principles, which form the basis for an an effective regulatory framework:

1. Shared Responsibility: Tackling illegal content is a societal challenge, one in which companies, governments, civil society, and users all have a role to play. In some cases, content may not be clearly illegal, either because the facts are uncertain or because the legal outcome depends on a difficult balancing act. In turn, courts have an essential role to play in fact-finding and reaching legal conclusions on which platforms can rely.
2. Rule of law and creating legal clarity: It’s important to clearly define what platforms can do to fulfill their legal responsibilities, including removal obligations. An online platform that takes other voluntary steps to address illegal content should not be penalized.
3. Flexibility to accommodate new technology: While laws should accommodate relevant differences between platforms, given the fast-evolving nature of the sector, laws should be written in ways that address the underlying issue rather than focusing on existing technologies or mandating specific technological fixes. 
4. Fairness and transparency: Laws should support companies’ efforts to be transparent about their content removals through transparency reports, appropriate notices, and appeals processes that balance different policy goals at stake.

Google Approach to Content Regulation:
Our core principles for balancing freedom of expression with necessary removal of harmful content.

AI is a shared opportunity, with the potential to expand the realms of science, commerce, and creativity. We’re committed to working with all the stakeholders in the ecosystem to create a shared framework where both creators' rights and innovation flourish. Through tools like YouTube’s Likeness ID and advocating for the passing of the NO FAKES Act, we’re committed to establishing protections against unauthorized public use of AI-generated likeness (digital replicas).

Expanding likeness detection to civic leaders and journalists
We’re expanding likeness detection to a pilot group of government officials, journalists, and political candidates.

A practical approach to creative content and AI training
Our policy recommendations for balancing the interests of creators and AI developers by acquiring content responsibly and lawfully, such as by giving websites the ability to opt out of having content or information on their sites used for AI training and exploring new types of partnerships..

YouTube Copyright and Rights Management
YouTube’s guide to legal frameworks and digital tools for creators to protect and manage their intellectual property.

We support the NO FAKES act
Our endorsement of federal legislation to protect creators from unauthorized AI-generated likenesses.

We train our models primarily on available data from the open internet, which we believe is a transformative and fair use that enables innovation. We believe that training on publicly available information enables the development of responsible transformative technology while respecting the rights of creators, and we advocate for maintaining balanced copyright frameworks to ensure the U.S. remains a global leader in this field.

Fair Use for AI Innovation
Why legal doctrine of fair use is essential for training the next generation of AI models and fostering global innovation.

A practical approach to creative content and AI training
Our policy recommendations for balancing the interests of creators and AI developers by acquiring content responsibly such as by giving websites the ability to opt out of having content or information on their sites used for AI training and exploring new types of partnerships.

Our Approach to Protecting AI Training Data

Partnerships to improve our AI products 
To help improve our AI capabilities, we engage in partnerships that include delivery of content in a few key areas: closed and offline datasets, enhanced metadata and signals, as well as real-time structured factual information for verification purposes.

Web Publisher Controls
We launched Google-Extended, a control that web publishers can use to manage whether their sites help improve Gemini and Vertex AI generative APIs, including future generations of models that power those products.