Meta launches Content Seal watermarking tool for AI-generated images

Meta introduced Content Seal in July, an invisible watermarking technology designed to flag images generated by the company's AI model. The tool was announced alongside Meta's Muse image and video generation tools but received minimal prominence in the announcement. Content Seal was developed in response to Meta's Oversight Board calling on the company in March to employ its own tools to combat deceptive generative AI content across its platforms. The system has been compared unfavorably to existing solutions like Google's SynthID and C2PA Content Credentials.