Google joins effort to increase transparency online with new digital standard

Google announces it is joining efforts of a new digital standard to increase transparency online.

Google announced Thursday that it is joining a coalition of companies dedicated to helping increase transparency around artificial intelligence and digital content.

As examples of AI-generated content continue to make headlines -- from fake sexually explicit AI images of Taylor Swift, to a deceptive AI-generated voice clone of President Biden -- the need for clarity around what we are seeing online seems more urgent.

"The danger of deepfakes isn't the deception it's the doubt because once you doubt everything, then you don't believe anything," said Dana Rao, Adobe's general counsel and chief trust officer, in an interview with ABC News. "And so that's why we always like provenance."

"We want to make sure that, ideally, we have solutions that tell us the origin of content and that tell us whether it's been altered or changed," added Laurie Richardson, vice president of trust and safety at Google.