In March, Meta’s Oversight Board called on the company to “meet its public commitments and employ its own tools” to help quell the spread of deceptive generative AI content across platforms. Meta responded in July by introducing Content Seal — an invisible watermarking technology that flags images generated by the company’s new AI model. By Meta’s description, Content Seal works similarly to Google’s SynthID, embedding a “hidden provenance signal” into AI-generated images that can be scanned and flagged by a detection tool, and Meta says watermarks remain intact if the image is “cropped, compressed, resized, or screenshotted.” Meta already operates as a steering committee member of the Coalition for Content Provenance and Authenticity (C2PA) that promotes the separate Content Credentials standard alongside Google.