In a move to combat the rise of non-consensual fake explicit imagery, Google Search has updated its removal processes and ranking systems. The tech giant’s new strategy aims to swiftly remove explicit deepfakes from its search results and demote websites that host such harmful content.
Google has streamlined the process for requesting the removal of explicit deepfakes, making it easier for individuals to take action against harmful content. The company’s goal is to discourage bad actors from using artificial intelligence to generate and distribute harmful deepfakes.
Rise of Deepfakes
The increase in cybercriminals leveraging AI image and video generation tools to create fake explicit content, especially about celebrities and social media influencers, has prompted Google to take action. Deepfakes pose a significant threat to individuals’ privacy and reputation, necessitating a more robust approach to removal.
When someone successfully requests the removal of deepfakes featuring them from Google Search, the company’s systems will now take additional steps. Search will filter all explicit results on similar searches of the individual and remove any duplicates of the image found. This proactive approach aims to give people peace of mind and prevent similar content from resurfacing in the future.
Google is revamping its ranking systems to prioritize high-quality, non-explicit content when explicit deepfakes are requested in search results. This change aims to reduce exposure to fake explicit content by up to 70 percent and educate users on the impact of deepfakes on society. Websites with a high volume of removals for explicit deepfakes will be demoted, signaling to users that they are not reputable sources of information.
Looking ahead, Google is exploring ways to differentiate explicit content that is consensual, such as scenes from movies, from non-consensual deepfakes. By continuing to refine its removal processes and ranking systems, Google seeks to create a safer online environment for all users.
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