the Japanese camera maker Nikon is on a mission to develop a new technology to determine the credibility of images.

Nikon, the Japanese camera maker is on a mission to develop a new technology to determine the credibility of images on its camera that will help them to recognise fake pictures made with AI.

“We are working on the technology with a partner to ensure the authenticity and originality of images,” Sajjan Kumar, Managing Director of Nikon India said to the Indian Express at the launch of the company’s Z6 III camera in Delhi. He didn’t disclose the partner’s name or details or when it could be rolled out, but said that the technology will help to find if there is a presence of AI in the images, the Indian Express quoted.

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Since AI is widely used to create fake images and deepfake photos and videos, this development would stand out and give a solution for the camera makers triggered by the crisis over Artificial Intelligence’s intervention.

Sony and Leica, the other camera makers are also on the path to adding camera digital signature technology to determine the credibility of their images. For instance, The Leica M11 P includes at the point of capture, which acts as an image’s verification stamp. Sony detailed how its machine-based digital signature technology when an image is being captured works on the Alpha 9 Mark camera. It was explained earlier this year.

As per the reports, Tech companies, photo agencies and most of the news media have also addressed issues on the disinformation and political divisions fuelled by AI in their fields. As AI-generated content soars, there has been an alliance of global companies which includes Microsoft, Google, Adobe, and BBC as part of the Coalition for Content Provenance and Authenticity (C2PA), gathered to increase the authenticity and transparency around digital platforms.

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In addition to that, Facebook’s parent company Meta said it would add a “made with AI” label to verify the authenticity of images across its social media platforms. When the user posts something on the Meta platform there is an option to choose and mark it as AI-generated content at present. If it wasn’t labelled as AI by the creator, Meta would identify it and construe the authenticity by using the technology which will be added in future updates.