Google Search Updates Ranking and Content Removal to Fight Explicit Deepfakes

 Google's computers will filter all explicit results on similar searches about an explicit deepfake once it has been removed.

On Wednesday, Google Search modified its ranking and removal procedures to counteract deepfakes, or non-consensual fake pornographic material. The tech giant's new approach calls for the swift removal of blatant deepfakes and the demotion of websites hosting them in order to lower the visibility of this kind of content in search results. The business asserted that it has made it easier to seek the removal of explicit deepfakes. The purpose of these modifications is to deter malicious actors from creating damaging content with artificial intelligence (AI).

Use Google to Get Rid of Deepfakes

 
Google revealed in a blog post that fresh adjustments had been made to address the problem of the increase in explicit deepfakes. A lot of fraudsters are creating fictitious, explicit content about specific people online by using AI picture and video generating tools. Deepfakes are especially targeted at celebrities, social media influencers, and other recognizable figures.

In light of the threat, Google has modified its procedure for removing information. Google's systems will now take further action when someone successfully requests that deepfakes featuring them be removed from Search. According to the company, Search will also eliminate any duplicate images it finds and filter all explicit results from comparable searches on the individual. Notably, it won't appear on the search result page and will instead be removed from Google Search results.

"Our goal is to provide people with additional peace of mind, particularly if they are worried about seeing similar content about them appear in the future," stated Google.

The ranking mechanisms have also been changed by the tech giant. If a user queries Google Search for explicit deepfakes, the company's goal is to display high-quality, non-explicit content instead. According to the post, using this strategy can cut exposure to adult content by up to 70%. Rather of seeing non-consensual phony images and videos, these users will now learn how deepfakes are affecting society.

Furthermore, Google will de-rank a website and consider it to be of low quality if it has a large number of deletions for explicit deepfakes. The software giant is attempting to distinguish between explicit deepfakes and explicit information that is consenting, like a scene from a movie.