Google permits removal of visible watermarks from AI-generated content

Google has updated its Gemini and Flow AI tools to allow users to toggle off visible watermarks from generated images, videos, and music. The change introduces a new “Media watermark” setting that removes the ‘sparkle’ logo typically displayed in the bottom-right corner of content produced by the company’s Nano Banana and Omni models.

While the visible markers are now optional, Google will continue to embed invisible SynthID watermarks and C2PA metadata into all AI-generated content. Josh Woodward, vice president of Google Labs, Gemini, and AI Studio, confirmed that these background markers remain active to verify the origin of the material. Users can still verify if an image contains these markers by asking Gemini or Search if the content is AI-generated.

The update aligns Google’s approach with competitors such as OpenAI and Meta, who do not apply visible watermarks to their outputs. OpenAI relies on SynthID and C2PA to signal AI generation, while Meta has launched its own Content Seal standard. Anthropic also recently announced the application of invisible watermarks to both AI-generated text and images.

Google plans to roll out the new watermark setting to Search in the future, although no exact timeline has been specified. The toggle feature will not launch in countries where visible watermarks are legally required, though the specific list of excluded jurisdictions has not been disclosed.

This adjustment comes shortly after Google’s Gemini app surpassed one billion monthly active users, placing it on par with OpenAI’s ChatGPT. The shift reflects a broader industry move towards invisible verification methods, even as Google acknowledges the change might make it more difficult to quickly discern AI-generated content.