Microsoft Bing Integrates Content Credentials For AI-Generated Images

DALL-E 3, a text-to-image tool from OpenAI, is now available in Microsoft Bing and BingChat. It can create realistic images powered by a deep neural network from natural language prompts.

Advertisers, marketers, and creative professionals can use the tool to create pictures of anything -- from a Golden Doodle or a Soft-Coated Wheaten Terrier to a person playing golf.

OpenAI last month said the latest version of the tool has more safeguards, such as limiting its ability to generate violent, adult, or hateful content.

“We know brand safety is important,” said Daniel Godoy, Microsoft Advertising global head of programmatic. “We understand the challenges with synthetic media. And we take safety and ethics seriously.”

Bing Image Creator has two features to ensure safety and ethics. Microsoft introduced Content Credentials for all content generated by artificial intelligence (AI) in the Bing Image Creator platform.



The invisible digital watermark feature that was also added adheres to C2PA specifications and confirms the time and date of the original creation. Microsoft also plans to integrate Content Credentials capabilities into Microsoft Designer.

Microsoft also has integrated Content Credentials into Adobe.

Microsoft and Adobe recently pledged to add metadata to their AI-generated images, so compatible apps will flag them as machine-made using a special symbol.

The symbol -- icon of transparency -- has the lowercase letters "cr" inside a speech-mark like bubble. The Coalition for Content Provenance and Authority (C2PA), which created the icon, is an organization driven by Adobe, Arm, Intel, Microsoft, and Truepic. The group believes metadata can securely certify digitally the source and edit history of that image.

Adobe provides an example on the Content Credentials website. The goal is to provide a way for anyone to see whether a picture was synthetically or made by a human.

Content Credentials has also been adopted by Leica Camera, Nikon, Publicis Groupe, and others. 

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