Advancing Transparency of AI-Generated Media in the EU Code of Practice

As AI makes it challenging to evaluate media, the question of how to assess what is authentic has never been urgent. When audiences cannot reliably distinguish authentic from synthetic, trust in information - a basis for cracy, financial systems, relationships, and can erode. AI-generated audio and video have already been deployed to manipulate perception of election candidates, create fake dating profiles, and even misrepresent the realities of the war in Iran.