Microsoft brings Content Integrity tools to EU, aims to combat misinformation

These tools are already available in the US

3 min. read

Published onApril 25, 2024

published onApril 25, 2024

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2024 is the election year, with over 60 countries heading to the polls. And this time around, misinformation is at its peak. Fake news, AI-generated images, videos, audio clips, and tampered media have become major problems. This is where Microsoft’sContent Integritycomes into the picture.

Initially released for U.S. political campaigns, Microsoft is now bringing the preview version ofContent Integritytools to the EU. These will help the electorate identify misinformation often found online.

Also, theContent Integritytools will aid political campaigns and newsrooms, as these help the two verify whether the suspected misinformation available online is from their official channels or has been edited using AI.

Political campaigns and newsrooms can attachContent Credentialsto their original media to ascertain the source and identify tampering attempts. Any changes made to the media can be verified through the editing history onceContent Credentialsare added.

Microsoft’sofficial blogenumerates the three components ofContent Integrity:

Trying Microsoft’s public Content Integrity website

So, as soon as Microsoft launched aContent Integritywebsite, we thought of testing its reliability. The results weren’t too impressive. But it was expected initially, given that most political campaigns across the globe have yet to integrateContent Credentialsinto their official media.

Upon running images from UK PMRishi Sunak’sand US PresidentJoe Biden’sofficial X (previously Twitter) handles, the publically available tool read,No Content Credentials found.

Then, we ran an AI-generated image from Copilot. This time, the tool was able to identify the image’s source and labelled it as,AI generated.

We expect better results from Microsoft’sContent Integrityas more political campaigns, candidates, and newsrooms attachContent Credentialsto their media.

Released earlier this year, a report byThe Center of Countering Digital Hate (CCDH)explains howMicrosoft’s AI-based tools are used to spread misinformationduring the elections.

Also, whileMicrosoft has denied threat actors access to its AI tools, it remains to be seen how effective this would be, especially in the biggest election year!

Have you tried Microsoft’sContent Integrity? If so, share your review with our readers in the comments section.

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Trying Microsoft’s public Content Integrity website#

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Copilot in Outlook will generate personalized themes for you to customize the app

Microsoft will raise the price of its 365 Suite to include AI capabilities

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Microsoft brings Content Integrity tools to EU, aims to combat misinformation

Trying Microsoft’s public Content Integrity website