Google Upgrades Search to Combat Deepfakes and Enhance Privacy

Generative artificial intelligence (AI) has made identifying synthetic content and protecting user privacy increasingly challenging. In response, Google has enhanced its Search capabilities to combat deepfakes and improve user control over personal information.

Improved Handling of Explicit Fake Content

On Wednesday, Google detailed its new measures for handling explicit fake content, or non-consensual deepfakes, in Search. Previously, users could request the removal of such content from search results. Now, Google will also filter all duplicates of the image and explicit results from similar searches about the user, not just the original removal request.

This approach aims to remove harmful content from all corners of the internet, even after an initial removal request has been successful. The process applies to both non-consensual images and fake explicit imagery.

Enhancements to Search Ranking Systems

Google has updated its ranking systems for queries with a higher risk of explicit fake content appearing in Search. These updates prioritize high-quality, non-explicit results for queries that include people's names when available. According to a blog post, these changes have already reduced explicit content exposure by more than 70%.

Additionally, Google will demote sites that have received numerous removal requests. This helps surface educational content about deepfakes rather than the deepfakes themselves.

"About This Image" Feature Expansion

Google is expanding its "About this image" feature to Circle to Search and Google Lens. This contextualizing tool helps users verify the origins and authenticity of an image. Users can access this feature on both iOS and Android devices. For example, if a friend sends you an outrageous-looking image, you can circle it on your Android device and open the "About this image" tab in Google Search, which provides information about the photo's origins.

The feature pulls information from various sites, including news and fact-checking platforms, to help debunk photos used out of context or altered to misrepresent information. It also references the image's metadata, which can indicate if the image is synthetic or AI-generated.

Combatting Misinformation

These updates are part of Google's broader information literacy initiative, aiming to make it easier for users to find context for online content. Such tools are particularly useful during election cycles, helping voters navigate synthetic political content and misinformation.

Availability

The "About this image" feature is available in 40 languages and can be accessed through Circle to Search on the latest Samsung and Pixel phones, foldables and tablets, and Google Lens in the Google app for both Android and iOS.