Does Big Tech actually care about fighting AI slop?

February 23, 2026

TL;DR

Instagram head Adam Mosseri expressed concern about AI's ability to replicate authenticity and proposed labeling real media through cryptographic signatures.
The C2PA standard, supported by major tech companies, aims to authenticate content by attaching metadata at the point of creation, but its implementation is seen as insufficient and easily bypassed.
AI's increasing ability to mimic reality threatens creators' livelihoods and can be used to spread misinformation, with current detection and labeling systems proving inadequate.
Provenance-based solutions like C2PA require universal adoption across all stages of media creation and hosting, which is considered unachievable.
Metadata used by C2PA can be intentionally or accidentally removed, and platforms like TikTok and LinkedIn struggle to reliably tag C2PA-compliant content.
X (formerly Twitter) withdrew from the C2PA initiative, and its parent company, Meta, continues to develop and promote AI tools while claiming to combat AI fakery.
Companies profit significantly from AI generation tools, creating a conflict of interest that hinders genuine efforts to control misinformation.
The effectiveness of transparency warnings and labeling for AI-generated content is questioned, with studies showing little empirical evidence of their impact.
Some platforms are shifting focus to analyzing creators rather than just content, but this approach also faces challenges and potential conflicts of interest.

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