A growing group of researchers, academics and start-up founders are working on ways to track and label AI content. Using a variety of methods and forming alliances with news organizations, Big Tech companies and even camera manufacturers, they hope to keep AI images from further eroding the public’s ability to understand what’s true and what isn’t.

“A year ago, we were still seeing AI images and they were goofy,” said Rijul Gupta, founder and CEO of DeepMedia AI, a deepfake detection start-up. “Now they’re perfect.”

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A transformative and largely untested technology looks set to revolutionize political campaigning: artificial intelligence. AI blurs the lines between fact and fiction and is raising concerns ahead of the 2024 presidential election. Donie O'Sullivan reports