Home Meta Meta and Microsoft Join PAI’s Framework for Responsible Practices in Synthetic Media

Meta and Microsoft Join PAI’s Framework for Responsible Practices in Synthetic Media

The Partnership on AI (PAI), a nonprofit alliance fostering the beneficial use of AI, has announced the enlistment of tech behemoths Meta and Microsoft in its Framework for Collective Action on Synthetic Media. This move expands an already pioneering community committed to advocating responsible practices in the creation, development, and dissemination of AI-generated media.

“Meta and Microsoft, given their enormous user bases and expertise, have the capacity to educate people globally about AI-generated images, video, and other media, known as synthetic media,” said Claire Leibowicz, Head of AI and Media Integrity at PAI. Leibowicz pointed out that the companies’ endorsement of the Framework signals a persistent interest in designing strategies to reduce misinformation, keep users informed about the content they interact with, and foster creativity.

Launched in February, the inaugural Framework received backing from an array of launch partners, including Adobe, BBC, CBC/Radio-Canada, Bumble, OpenAI, TikTok, WITNESS, and synthetic media startups Synthesia, D-ID, and Respeecher.

PAI is planning to convene the Framework partners later this month for its 2023 Partner Forum. The forum aims to delve into practical recommendations for the AI and Media Integrity field, and discuss implementing the Framework via case studies. The participants will also address a range of technical, legal, and social challenges related to transparency recommendations in the Framework, as well as sharing case studies.

Nick Clegg, President of Global Affairs at Meta, expressed his enthusiasm for joining PAI’s Framework, noting the opportunity it offers for educating people about synthetic media and providing more tools for creative expression. Similarly, Eric Horvitz, Chief Scientific Officer at Microsoft, acknowledged PAI’s initiative to establish a robust community dedicated to shielding the public from malicious actors who might exploit synthetic media.

PAI’s Responsible Practices for Synthetic Media emerged from a year-long process that incorporated inputs from over a hundred contributors. The Framework offers guiding recommendations for those involved in creating, sharing, and distributing synthetic media. It was sparked by industry experts’ consensus that the rising prominence of synthetic media presents a new realm for creativity, but unchecked, it also harbors potential for misinformation and manipulation.

Over the past four years, PAI has been assessing the challenges and opportunities associated with synthetic and manipulated media. With the support of over 50 organizations, PAI has honed the Framework, creating a solid foundation for responsible practices in this rapidly evolving field.

A PDF of the Framework can be found here.

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