The Japanese camera manufacturer Nikon is developing new technology to better differentiate its cameras' photos from advanced artificial intelligence (AI) fakes. At the Z6 III camera launch in Delhi, Sajjan Kumar, Managing Director of Nikon India, told IndianExpress.com, "We are working on a technology with a partner to ensure the genuineness and creativity of images." 

Highlights:

• Nikon develops tech to fight AI-made fake photos.
• Camera makers unite against AI image deception.
• AI-generated content to be labeled for clarity.

Kumar stated that this will assist in determining whether or not an image was captured by a Nikon camera, without going into detail about the identity of the partner or the timeline for the technology's launch.

Kumar makes reference to digital signatures, which are distinguishable from photos produced using artificial intelligence. This action is in line with that of other camera manufacturers, including Leica and Sony, who are also incorporating in-camera digital signature technology to confirm the legitimacy of their shots. 

For instance, the Leica M11-P has Content Credentials integrated into the camera, allowing for the inclusion of comprehensive metadata at the time of capture that serves as an image verification stamp. Earlier this year, Sony released information about the operation of its machine-based digital signature technology on the Alpha 9 Mark III camera at the time of image capture.

Artificial intelligence is being used more and more to deceive people by fabricating photos, spreading misinformation, and dividing people along political lines. However, this is also causing a crisis of confidence for those who create cameras. In an effort to address the problem, tech firms, picture agencies, and journalistic organizations are now attempting to set rules for material ownership and provenance. 

As AI-generated material becomes more common, a coalition of multinational corporations, including Adobe, BBC, Microsoft, Google, and OpenAI, has formed the Coalition for Material Provenance and Authenticity (C2PA) to promote openness around digital media.

Facebook parent company Meta announced earlier this year that it would start labeling photographs created at scale by generative AI systems with the "Made with AI" badge on Facebook, Instagram, and Threads, among other social media sites. Additionally, OpenAI announced that it will include C2PA metadata in photos produced using the DALL-E 3 model's API and ChatGPT.