As new artificial intelligence tools generated a cascade of increasingly realistic fake videos and images online, tech companies developed a plan to prevent mass confusion.

Companies such as ChatGPT maker OpenAI pledged to imbue each fake video with a tamperproof marker to signal it was AI-generated. Social media platforms including Facebook and TikTok said they would make those markers visible to users, allowing viewers to know when content was fake and experts to trace its origins.

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