Google ramps up efforts to combat deepfakes in Search results

Remember that close call Ferrari had with a fake CEO video demanding a shady business deal? Deepfakes, those AI-generated videos that can make anyone say or do anything, are a growing threat. They’ve become a weapon for harassment, misinformation, and even financial scams. Thankfully, Google is taking a big step to banish them from your search results.

Deepfakes are particularly dangerous when they’re used to create explicit content without someone’s consent. The emotional toll on victims can be immense. Google’s recent announcement aims to make Search a safer space. Here’s how:

1. Safer removal process: Google is simplifying the process for people to remove explicit deepfakes of themselves from Search. Historically, people could request the removal of non-consensual fake explicit imagery from Google Search. Now, the process has been streamlined, allowing victims to address the issue on a larger scale. Once a removal request is successful, Google’s systems will also filter explicit results from similar searches, and any duplicates of the offending image will be removed from Search. This should give victims peace of mind, knowing that similar content about them will be proactively managed.

2. Smarter search ranking: Think of Google as a librarian, constantly organizing information. With this change, the company is rolling out updates that will lower the prominence of explicit fake content in search results. For searches specifically seeking this type of content and including people’s names, Google aims to surface high-quality, non-explicit content such as relevant news articles. According to Google, this approach has already proven effective, reducing exposure to explicit image results on these queries by over 70% in 2024.

3. Demoting deepfake havens: The tech giant also recognizes the challenge of distinguishing between real, consensual explicit content and fake explicit content. Differentiating between these types of content is technically challenging, but Google is making ongoing improvements to better surface legitimate content while demoting explicit fake content. Sites that frequently host such harmful content and have received numerous removals under Google’s policies will be demoted in search rankings.

This move by Google is a significant victory for online safety. It’s not long ago that Elon Musk shared a controversial deepfake video involving US Vice President Kamala Harris, further emphasizing the need for robust measures against deepfakes. Google’s update aims to make it clear what’s real and what’s a fabrication, just like a library clearly separating fiction from factual accounts.

While Google acknowledges the ongoing challenge, this update is a necessary shield against deepfakes in Search results. The fight against misinformation and malicious content is a constant battle, but Google is setting a strong example for other tech giants and experts to find even better solutions.

So, the next time you search for something online, you can rest a little easier knowing Google is working hard to keep your results trustworthy and protect you from the dangers of deepfakes.