• by Laurie Sullivan , 10 hours ago

Google has added a SynthID watermark checker in the Gemini app for videos and can now tell users whether a video was generated or modified with Google AI. The tool debuted for images in the Gemini app last month.

A variety of tools can now identify AI-generated content, but Google’s watermark technology can tell users whether the image -- and now the video -- is authentic or fake.

The ability of tools like Gemini to identify AI-generated video is important for digital advertising and media buyers because it increases brand safety and fraud prevention, and builds customer trust.

Since media buying is integrated with creative performance, buyers can measure how AI-generated creative compared with traditional creative footage to help optimize budgets.

The technology identifies the uploaded video when someone asks Gemini something like "Was this generated using Google AI?"

Gemini will scan for the “imperceptible” SynthID watermark in audio and visual tracks, and use its own reasoning to return a response that gives the user context. It also will provide specific details on the segments that contain elements generated using Google AI.

Uploaded files can be up to 100 MB and 90 seconds in length. For example, when a user inquires if the image or audio were generated by AI, Gemini may return a response such as: “Yes, both the audio and visuals of the video were edited or generated using Google AI, as a SynthID watermark was detected within the audio between 0:00 and 0:07 mark.”

Legal requirements, copyright and otherwise, for AI continue to increase.

To protect their brands, media buyers must ensure that campaign assets comply with laws. Gemini now verifies that AI-generated elements are watermarked and detectable for reporting. 

In New York, for example, the Synthetic Performer Disclosure Bill, December 2025, which takes effect next year, requires advertisers to "conspicuously disclose" the use of AI-generated figures or "synthetic performers" in advertisements. Failure to comply can result in civil penalties of up to $5,000 per subsequent violation.