Generative artificial intelligence (AI) has made identifying synthetic content and protecting user privacy much more challenging. To improve information literacy and increase data protections, Google has made changes to Search that combat deepfakes and make taking control of your information easier.

On Wednesday, the company detailed its improvements to how it handles explicit fake content, including non-consensual deepfakes, in Search. While users have been able to request the removal of such content for years, Google will now filter out all duplicates of the image, as well as explicit results that arise from similar searches about the individual. This enhancement ensures a broader and more effective removal of harmful content, even if it’s hiding in less obvious corners of the internet.

These updates cover both non-consensual images and fabricated explicit imagery. Additionally, Google has refined its ranking algorithms for queries with a higher likelihood of explicit fake content appearing in Search. According to a blog post, these improvements aim to prioritize high-quality, non-explicit results when people’s names are searched, reducing the visibility of harmful content.

Google reports that these changes have already decreased the exposure to explicit content by over 70%. The primary objective is to promote content that educates users about deepfakes rather than displaying the deepfakes themselves. Furthermore, Google will demote websites that have received numerous removal requests, diminishing their visibility in search results.

To further support these efforts, Google is integrating its “About this image” feature into both the Circle to Search and Google Lens tools. This feature allows users to easily access contextual information about an image’s origins. For instance, if a friend sends you an image that appears suspicious, you can circle the image on your Android device and open the “About this image” tab in Google Search to gather information about its source. Similarly, using Google Lens, you can screenshot or download the image, open it in the Google app, and tap the Lens icon to access this feature. This capability is available to users on both iOS and Android devices.

Google’s dedication to enhancing information literacy and safeguarding user privacy aligns with a broader industry movement towards stronger content moderation and user empowerment in the face of advancing AI-generated threats. Beyond these changes, Google has also launched educational initiatives to help users recognize and understand deepfakes and synthetic media. These efforts include detailed guides, webinars, and partnerships with fact-checking organizations to provide resources and tools for spotting fake content.

As deepfake technology continues to evolve, these proactive measures are vital for maintaining the integrity of online information and user trust.