New Delhi: The proposed amendments to the IT Rules that would mandate clear labelling of AI-generated content and place greater onus on large social media platforms are a clear step toward ensuring authenticity in digital content, Mahesh Makhija, Partner and Technology Consulting Leader at EY India, said on Wednesday.

Labelling AI generated material and embedding non-removable identifiers will help users distinguish real content from synthetic, serving as the foundation for responsible AI adoption.

"...these measures will give businesses the confidence to innovate and scale AI responsibly. The next step should be to establish clear implementation standards and collaborative frameworks between government and industry, to ensure the rules are practical, scalable, and supportive of India's

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