Google Search will fight apparent deepfakes and protect privacy in search results with new algorithm update
Google has rolled out an update to its search algorithm aimed at addressing the apparent deepfake problem, which has raised significant privacy concerns. Deepfakes, or AI-generated images and videos that show individuals in dangerous situations without their consent, are increasingly appearing in search results, complicating victims’ efforts to manage their online presence.
To solve this problem, Google has introduce Several changes to the search system and content removal process. New features include:
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Content removal process
Google has improved its systems to speed up the process of removing unconsented, obviously deepfake content from search results. Once a removal request is approved, the system will attempt to filter similar, obviously fake results from related searches for the affected person. Additionally, a new scanning system will help identify and remove duplicate images after the initial removal.
Adjust the ranking system
Search algorithms are now aiming to reduce the visibility of obvious deepfakes in search results. For queries involving obvious content and personal names, the system will prioritize ambiguous content, such as news articles, over obvious documents.
Change website ranking
Sites that have multiple pages removed for containing fake pornographic images may see their overall search rankings change.
Reported Impact
Google reports that these updates have significantly reduced exposure to pornographic image results for specific queries. The company has observed a more than 70 percent reduction in targeted searches related to pornography.
Industry Background
The deepfake problem is clearly not limited to search engines, and Google plans to work with industry partners and experts to address this broader challenge. Emma Higham, a product manager at Google, notes that while these updates represent significant progress, continued efforts are needed to address the issue.
This update underscores Google’s commitment to adapting search functionality to meet emerging digital content challenges.
