Meta says it’s working to identify and label AI-generated images shared on its platforms that were created by third-party tools. In the coming months, Meta will start adding “AI generated” labels to images created by tools from Google, Microsoft, OpenAI, Adobe, Midjourney and Shutterstock, Meta Global Affairs President Nick Clegg said in a blog post Tuesday.

Meta already applies a similar, “imagined with AI” label to photorealistic images created with its own AI generator tool. They have also announced that they plan to punish un-labelled or misleading AI content on the platform, which presumably applies to ad content too. Advertisers will be watching to see if the benefits of AI image generation are outweighed by potential penalisation like reduced impression-share and/or higher CPCs.

OpenAI’s image generator DALL-E 3 have announced that they will add watermarks to image metadata as more companies roll out support for standards from the Coalition for Content Provenance and Authenticity (C2PA). The company says watermarks from C2PA will appear in images generated on the ChatGPT website and the API for the DALL-E 3 model. They’ll include both an invisible metadata component and a visible CR symbol, which will appear in the top left corner of each image.

People can check the provenance — which AI tool was used to make the content — of any image generated by OpenAI’s platforms through websites like Content Credentials Verify. So far, only still images, not videos or text, can carry the watermark.