Labelling of AI-generated a step toward ensuring authenticity in digital content: Experts

The proposed amendments to the IT Rules that would mandate clear labelling of AI-generated content and place greater onus on large social media platforms are a clear step toward ensuring authenticity in digital content, Mahesh Makhija, partner and technology consulting leader at EY India, said on Wednesday.

Labelling AI generated material and embedding non-removable identifiers will help users distinguish real content from synthetic, serving as the foundation for responsible AI adoption.