Can invisible watermarks solve the AI content conundrum? An indelible-ish markThere are currently two approaches to labeling AI content: invisible watermarks like SynthID and metadata schemas like the Coalition for Content Provenance and Authenticity (C2PA). Google uses both to label its AI content, but C2PA is not intended to hide in plain sight like a watermark. Watermarks like SynthID are encoded in the pixels of an image or video or in the waveform of an audio clip. Google DeepMind scientist Pushmeet Kohli explained to Ars that the team put a great deal of work into ensuring SynthID was a durable way to label AI content.