As AI becomes more accessible day by day, the amount of fake content circulating the web has increased astronomically. In a bid to battle the growing deepfake crisis, Meta is rolling out a brand-new Video Seal tool that can add an invisible watermark to AI-generated videos.
META believes the tool stands out among similar technologies available in the market. Most video watermarking tools lose their effectiveness when videos undergo compression, a common process social media platforms use to optimize content for their systems. As a result, these tools fail to work effectively on social media, where much of the unethical use of AI-generated content occurs.
META asserts that its tool, Video Seal, embeds a hidden message within the video, which can later be used to trace its origins. The company also claims that Video Seal is robust against common modifications like blurring, cropping, and widely used compression techniques.
“While other watermarking tools exist, they don’t offer sufficient robustness to video compression, which is very prevalent when sharing content through social platforms; weren’t efficient enough to run at scale; weren’t open or reproducible; or were derived from image watermarking, which is suboptimal for videos,” Pierre Fernandez, AI research scientist at Meta, told TechCrunch in an interview.
The tool is currently available in open source and can be integrated into pre-existing software. Meta Video Seal tool joins Meta’s suite of watermarking tools — Watermark Anything and Audio Seal.
As the regulations surrounding AI technologies become stringent over time, companies are looking for ways to utilize AI more responsibly. Before Meta’s Video Seal tool, Google rolled out its SynthID tool to watermark any text and videos produced by AI. Following that, we also saw an identical Microsoft tool. Additionally, new rules to identify and flag AI-generated content are being developed by the Coalition for Content Provenance and Authenticity (C2PA).
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