# Google’s Fight Against Deepfake Content
Recent changes in Google’s search algorithms have drastically reduced the exposure of fake explicit images by over 70 percent when searching for specific individuals. Google’s product manager, Emma Higham, highlighted these adjustments, which now prioritize news articles and nonexplicit content over misleading deepfake images.
## Impact of Deepfakes on Society
Deepfake technology has become increasingly accessible, allowing almost anyone to create deceptive explicit images of individuals without their consent. This misuse of AI image generators has led to a surge in nonconsensual explicit imagery (NCEI), prompting victims’ advocates to push for stricter measures to combat this growing problem.
### Google’s Response to Deepfake Concerns
In response to mounting pressure, Google has made it easier for individuals to request the removal of unwanted explicit content. The company is now implementing measures to reduce the visibility of real but unwanted explicit images, especially those that are synthetic and unwanted. These efforts aim to provide users with peace of mind and prevent the proliferation of harmful content online.
#### Challenges and Criticisms
Despite these efforts, Google acknowledges that their measures are not foolproof. Critics, including former employees and victims’ advocates, argue that more stringent actions should be taken to combat the dissemination of nonconsensual explicit imagery. However, Google remains cautious about over-regulating content or restricting access to legitimate content.
##### The Road Ahead
Moving forward, Google plans to continue refining its strategies to combat deepfake content and protect individuals from the harmful consequences of NCEI. While challenges persist, the company remains committed to enhancing user safety and promoting a positive online environment.
###### Conclusion
As technology evolves, so do the challenges associated with deepfake content. Google’s ongoing efforts to address these issues reflect a commitment to prioritizing user safety and combating the harmful effects of nonconsensual explicit imagery. By staying vigilant and proactive, Google aims to create a safer and more secure online landscape for all users.
