Google Lets Users Hide Visible Watermarks on AI-Generated Content

Google has announced that users will soon be able to remove visible watermarks from AI-generated images and videos. The move is part of an effort to strike a balance between creative control and safety. According to Google VP Josh Woodward, the toggle will be available for several models, including Nano Banana, Omni, and Lyria.

The watermarks are currently used to denote AI-generated content and help users identify deepfakes. However, they can be a hindrance to those who use AI tools for creative work. The new feature will not impact the invisible SynthID watermark and C2PA metadata, which require user action to access.

This change reflects the industry's evolving approach to labeling AI-generated content. Google is rolling out the toggle globally, except in countries where visible watermarks are required by law. This includes the EU, which recently announced new rules on AI transparency that mandate visible watermarks on authentic-looking deepfakes.