Meta’s new Content Seal watermark for AI images raises eyebrows as it’s not the first of its kind—Google’s SynthID and the C2PA consortium already have established standards. Critics question why Meta built its own system instead of integrating existing tools, especially since it’s limited to images from their Muse model, lacks video support, and requires users to visit a separate web tool with daily check limits. The rollout feels rushed and adds friction rather than clarity, leaving many wondering if Meta truly needed to reinvent the wheel.

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