Definition
Technical markers — visible labels or hidden digital signals embedded in an image, video, or audio file — that let anyone verify the content was created or altered by AI. Laws like California's AI Transparency Act now require large AI providers to embed this information and offer a free tool the public can use to check it.
Why it matters
As deepfakes and AI-generated media proliferate, provenance requirements are becoming a mandatory compliance obligation (not just a nice-to-have), with per-day penalties for non-compliance in multiple jurisdictions.