Deepfakes & Synthetic Content
Requirement
Providers of AI systems that generate synthetic audio, image, video or text content must ensure that the outputs are marked as AI-generated in a machine-readable format (Art. 50(2)).
Deployers who publish deepfakes must clearly and visually disclose this (Art. 50(4)).
BAUER GROUP Relevance
The BAUER GROUP does not produce or distribute any deepfakes. However, the following scenarios must be considered:
| Scenario | Obligation |
|---|---|
| AI-generated marketing texts | Labelling upon publication recommended |
| AI-generated images for presentations | Internal: no obligation. Externally published: machine-readable labelling |
| AI-generated code | No labelling obligation (not "content" within the meaning of Art. 50) |
| AI-assisted translations | Recommendation: note "machine translated" |
Technical Implementation
The following standards are suitable for machine-readable labelling of synthetic content:
- C2PA standard (Coalition for Content Provenance and Authenticity) for images/video
- IPTC metadata for images
- Custom HTTP headers or meta tags for web content
The specific technical implementation will be defined as needed when BAUER GROUP products generate synthetic content for external publication.