Google Ditches Visible Watermarks on AI-Generated Content

Google has given users more control over how its AI-generated media is labelled. The company's move allows creators to turn off the visible watermark that appears on content created using some of its generative AI models, while retaining less obvious systems designed to establish where that content came from.

The change applies to AI-generated images, videos and songs, and is available through Gemini and Google’s AI video creation tool, Flow. Search support is also planned.

Until now, AI-generated media from Google's tools could carry a visible 'sparkle' watermark, typically placed in the bottom-right corner. The company says it made this change because visible labels can get in the way when AI-generated material is being used creatively or professionally.

The new feature does not mean that AI-generated media will no longer be identifiable. Even when users switch off the visible watermark, Google's media will continue to carry SynthID, its invisible watermarking technology, along with C2PA Content Credentials in the metadata.