Google Enhances Search to Tackle Deepfakes and Boost Privacy

Google has rolled out significant updates to its Search functionality aimed at combating deepfakes and enhancing user privacy. These changes address the growing challenges posed by generative artificial intelligence (AI) in identifying synthetic content and protecting personal information.

Enhanced Handling of Deepfakes

On Wednesday, Google detailed its new approach to managing explicit fake content, or non-consensual deepfakes, within Search. Traditionally, users could request the removal of such content from search results. Now, Google will extend this capability by filtering out all duplicates of the flagged image and explicit results from similar searches. This comprehensive filtering aims to remove harmful content more effectively, even after an initial removal request has been processed.

Improved Ranking Systems

Google has also updated its ranking systems to better manage searches with a higher risk of explicit fake content. These updates are designed to prioritize high-quality, non-explicit results for queries that include individuals’ names. According to Google’s blog, these improvements have already reduced the exposure to explicit content by over 70%. The goal is to surface educational content about deepfakes rather than the deepfakes themselves. Additionally, Google will demote websites that have received numerous removal requests.

“About this Image” Feature

As part of its Search improvements, Google is expanding the “About this image” feature to Circle to Search and Google Lens. This feature provides contextual information about images, helping users verify the authenticity and origin of the images they encounter online.

For instance, if you receive an unusual image via text, you can circle it on your Android device and access the “About this image” tab in Google Search. This tab will provide information about the image’s origins based on available search engine data. The feature can also be accessed through Google Lens by opening the image in the Google app and tapping the Lens icon. This capability is available for both iOS and Android users.

The “About this image” feature draws information from various sites, including news and fact-checking platforms, to help debunk images used out of context or altered to misrepresent information. It also references image metadata, which can indicate whether an image is synthetic or generated using AI tools.

AI Detection and Verification

While Google did not detail the exact methods for verifying the AI origins of an image during a recent briefing, it did mention that the technology is in its early stages. The “About this image” feature can detect AI-generated images if they contain Google DeepMind’s SynthID watermark, embedded in the pixels of images created using Google’s AI tools.

Availability

These enhancements are part of Google’s broader information literacy initiative, designed to help users navigate an online landscape increasingly filled with synthetic political content and misinformation. The “About this image” feature is now available in 40 languages through Circle to Search on the latest Samsung and Pixel devices, as well as on Google Lens, accessible via the Google app for both Android and iOS.

By implementing these updates, Google aims to provide users with better tools to understand and verify the content they encounter online, ultimately promoting a safer and more informed digital environment.