Snap is adding a watermark to AI-generated images

It’s becoming increasingly difficult to determine what is AI-created as tools’ capabilities continue to improve. Marking AI-created images is one solution and an option Snapchat is expanding on. The platform is introducing a watermark on AI-generated content that is saved to your camera roll or exported.

In a surprise to absolutely no one, Snapchat’s AI watermark will be a ghost with sparkles next to it. There doesn’t seem to be any way to control where the icon appears (as is typical with watermarks), but we’ll know more when Snapchat adds the feature “soon.”

The addition of an AI marker for externally seen images follows Snapchat’s steps to label in-app content. There’s the extend tool, which creates the effect of a zoomed out image, and has a sparkle icon to indicate it’s an AI feature. Then there’s the Dreams feature, which uses generative AI to turn selfies into “fantastical images that transform their persona into new identities.” Anyone who receives a Dream image also gets a context card explaining its AI use.