Enlarge (credit: imaginima | E+)

After backlash over Google's search engine becoming the primary traffic source for deepfake porn websites, Google has started burying these links in search results, Bloomberg reported.

Over the past year, Google has been driving millions to controversial sites distributing AI-generated pornography depicting real people in fake sex videos that were created without their consent, Similarweb found. While anyone can be targeted—police already are bogged down with dealing with a flood of fake AI child sex images—female celebrities are the most common victims. And their fake non-consensual intimate imagery is more easily discoverable on Google by searching just about any famous name with the keyword "deepfake," Bloomberg noted.

Google refers to this content as "involuntary fake" or "synthetic pornography." The search engine provides a path for victims to report that content whenever it appears in search results. And when processing these requests, Google also removes duplicates of any flagged deepfakes.

Enlarge (credit: Boris Zhitkov | Moment)

As the US moves toward criminalizing deepfakes—deceptive AI-generated audio, images, and videos that are increasingly hard to discern from authentic content online—tech companies have rushed to roll out tools to help everyone better detect AI content.

But efforts so far have been imperfect, and experts fear that social media platforms may not be ready to handle the ensuing AI chaos during major global elections in 2024—despite tech giants committing to making tools specifically to combat AI-fueled election disinformation. The best AI detection remains observant humans, who, by paying close attention to deepfakes, can pick up on flaws like AI-generated people with extra fingers or AI voices that speak without pausing for a breath.

Among the splashiest tools announced this week, OpenAI shared details today about a new AI image detection classifier that it claims can detect about 98 percent of AI outputs from its own sophisticated image generator, DALL-E 3. It also "currently flags approximately 5 to 10 percent of images generated by other AI models," OpenAI's blog said.