India must develop a content-tracking system for generative artificial intelligence (Gen AI) technologies, according to a recent EY-FICCI report. This call comes amid growing concerns about the source and authenticity of digital content.

As AI technology advances, distinguishing between human-created and machine-generated content becomes increasingly difficult. This challenge raises risks such as misinformation, copyright violations, and diminished trust in digital content.

The report, titled "Identifying AI Generated Content in the Digital Age: The Role of Watermarking," emphasizes the need for consumers to be able to identify AI-generated content, which is crucial for informed decision-making.

With AI-generated material becoming pervasive and often indistinguishable from human-made content, tools for detecting this type of content are vital. These tools help establish authenticity and uphold the integrity of digital media.

One suggested method for ensuring authenticity is through watermarking. Many governments around the world are beginning to recognize the potential benefits of watermarking technologies.

By leading the way, India could significantly influence the creation of a secure, transparent, and trustworthy domestic digital ecosystem, the report suggests.

A multi-layered approach is essential, combining technological innovations with appropriate regulatory frameworks. Policies are currently being developed to promote watermarking and set global standards for its implementation.

Rajnish Gupta, Partner in the Tax and Economic Policy Group at EY India, noted that watermarking is a vital solution. It allows developers to embed watermarks, enhancing the detection and authenticity of AI-generated content.

"Robust watermarking must resist tampering, and detection systems should maintain low false-positive rates while functioning across different Gen AI platforms," Gupta said.

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