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PAI Announces Meta and Microsoft to Join Framework for Collective Action on Synthetic Media

SAN FRANCISCO – Today, Partnership on AI announced that Meta and Microsoft have joined its Responsible Practices for Synthetic Media: A Framework for Collective Action, expanding a groundbreaking community of expertise dedicated to promoting responsible practices in the development, creation, and sharing of media created with generative AI.

“Meta and Microsoft reach billions of people daily with creative content that is rapidly evolving,” said Claire Leibowicz, Head of AI and Media Integrity at PAI. “These companies have both the expertise and the access needed to reach users all around the world and help them learn to discern AI-generated images, video, and other media as synthetic media’s prevalence grows. Their support of the Framework underscores a continued interest in designing interventions to minimize misinformation, ensure that users are informed about the content they’re seeing, and allow for creative expression to flourish.”

The first-of-its-kind Framework was launched in February by PAI and backed by an inaugural cohort of launch partners including Adobe, BBC, CBC/Radio-Canada, Bumble, OpenAI, TikTok, WITNESS, and synthetic media startups Synthesia, D-ID, and Respeecher.

Framework partners will gather later this month at PAI’s 2023 Partner Forum to discuss implementation of the Framework through case studies and to create additional practical recommendations for the field of AI and Media Integrity. The cohort will work to further specify guidance on responsible synthetic media disclosure, address the technical, legal, and social implications of many of the Framework’s recommendations around transparency, and share case studies amongst Framework supporters who distribute, create, and develop synthetic media technology.

“Meta is excited to join the cohort of supporters of Partnership on AI’s Responsible Practices for Synthetic Media and to work with PAI on developing this into a nuanced approach to educating people about generated media,” said Nick Clegg, President, Global Affairs at Meta. “We’re optimistic about the developments in this space and about using this technology to bring more tools for creative expression to our community.”

“Microsoft endorses the Partnership on AI’s framework for collective action and responsible practices for uses of generative AI to create synthetic media,” said Eric Horvitz, Chief Scientific Officer at Microsoft. “We applaud and support PAI’s initiative to build a strong, collaborative community dedicated to protecting the public from malicious actors who aim to manipulate, sow discord, and to erode trust in the digital information we consume.”

Created over a year-long process with input from over a hundred contributors, Partnership on AI’s Responsible Practices for Synthetic Media is a set of guiding recommendations for those creating, sharing, and distributing synthetic media – also known as AI-generated media. It was prompted by a belief among industry experts that the evolving landscape of synthetic media represents a new frontier for creativity and expression, but also holds troubling potential for misinformation and manipulation if left unchecked.

PAI worked with over 50 organizations to refine the Framework – including synthetic media startups, social media platforms and content platforms, news organizations, advocacy and human rights groups, academic institutions, policy professionals, experiential experts, and public commenters. The results of this effort build on PAI’s work over the past four years to evaluate challenges and opportunities for synthetic and manipulated media.

A PDF of the Framework can be found here.


Partnership on AI (PAI) is a non-profit partnership of academic, civil society, industry, and media organizations creating solutions so that AI advances positive outcomes for people and society.

FOR IMMEDIATE RELEASE: Wednesday, June 14, 2023 at 8 AM Eastern
Media Contact: Aimee Bataclan, aimee@partnershiponai.org