Creator economy to scale AI content, commerce

MUMBAI: The government on Thursday proposed mandatory declaration and labelling of any AI-generated or modified content posted by social media users in a bid to curb the rise of deep fakes online. Media platforms must have the technology to verify such content, it said. The move will impact India’s burgeoning influencer marketing business too which is increasingly relying on AI-generated content for scale.

Raj Mishra, MD and CEO of digital and influencer marketing company Chatterbox Technologies, said it was a step towards a more responsible digital ecosystem.