Instagram wrongly labels Kolkata Knight Riders’ IPL winning photo as ‘Made by AI’


Meta’s artificial intelligence (AI) content detection tool on Instagram has been spotted labelling genuine photos with a ‘Made by AI’ label. One such post that was wrongly labelled was from the official Instagram account of Kolkata Knight Riders, who recently won the Indian Premier League (IPL) 2024 cricket tournament. One of the photos posted by the account, which shows the team lifting the trophy, was labelled as AI-generated by the platform. Several photographers on the social media platform have experienced the same issue.

In February, Meta said it was in the process of rolling out an AI-generated content detection feature that would protect users from misinformation and highlight instances of deepfakes (AI-generated or digitally altered images and videos that look similar to another person, place, or event). The feature recently went live on Instagram, and it appears to be labeling real photos as AI-generated content. Currently, these labels can only be seen on the iOS and Android apps, not on the web.

kkr instagram ai label kkr instagram ai label

The Kolkata Knight Riders image is labelled ‘Made by AI’
Photo Credit: Instagram/kkriders

The KKR photo is one of the most high-profile examples of this mistake, but several other such mislabelings have also been highlighted by users. One of these is former White House photographer Pete Souza who posted a photo of an old basketball game.

After the wrong label was added, he edited the caption, writing, “I don’t understand why Instagram is using “Made with AI” on my posts. There is no AI in my photos.” He also explained that he was unable to uncheck the label as the platform kept adding it back.

Frustrated users have also started tagging Instagram head Adam Mosseri to highlight the issue on text-based social media platform threads by Meta. “Not a single photographer or artist on Facebook and Instagram knows what triggers the “Made with AI” label. Even though Mosseri clarified that they are only reading the C2PA label, no one seems to understand how to avoid it,” said one user.

Earlier, Meta’s president of global affairs Nick Clegg said that the company is “working closely with industry partners to develop common technical standards that indicate when content has been created using AI.” He also claimed that the detection tool can correctly label images from Google, OpenAI, Microsoft, Adobe, Midjourney, and Shutterstock.

However, the implementation of this feature appears to be flawed. In a report, PetaPixel found that removing a small blemish in an image using Adobe’s AI-powered Generative Fill still earned the images a ‘Made by AI’ tag. However, non-AI tools like the Spot Healing Brush tool or the Clone Stamp tool did not add the label despite the results being the same.

The publication also found that when an image, previously labeled as AI-generated, was loaded back to Photoshop and saved after copy-pasting onto a black document, the AI ​​label did not appear.

Meta spokesperson Kate McLaughlin told The Verge that the company is now taking into account recent user feedback and evaluating its approach. “We rely on industry standard indicators that other companies incorporate into the content of their tools, so we are actively working with these companies to improve the process so that our labeling approach matches our intent,” the publication quoted McLaughlin as saying.

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