Generating artificial intelligence (AI) makes it more difficult to identify synthetic content and protect user privacy. In order to improve information literacy and strengthen data protection, Google has made improvements to its search function to combat deepfakes and make it easier for users to control their own information.

On Wednesday, the company detailed its methods for dealing with obvious fake or non-consensual deepfake content in search. While users have been able to request Google to remove such content from search results for many years, Google will now not only filter out all copies of the image, but also filter out explicit results generated through similar searches about you—not just the search results in the original removal request.

In theory, this should make greater progress in removing harmful content from hidden corners, even if someone has successfully requested its removal. This process applies to non-consensual images and explicitly manipulated images.

Google has also updated its ranking system "for queries where there is a higher risk of explicit fake content appearing in search," according to the blog. These updates will prioritize high-quality, non-explicit search results, especially when they involve people's names.

The company stated that its updates have reduced the exposure of explicit content by over 70%. These changes are intended to educate users on recognizing deepfake content rather than deepfakes themselves. Google will also lower the ranking of websites that receive many removal requests.

As part of the search improvements, Google has also added its "about this image" contextual feature to "search by image" and "Google Lens." Users can now seamlessly access this feature through both tools.

For example, if a friend sends you a seemingly outrageous image, you can simply select it on an Android device and open the "about this image" tab in Google search, which will contain information about the image's source that the search engine can find. If you are using Google Lens, you can simply take a screenshot or download the relevant image, open it in the Google app, and then click on the lens icon. This feature is available for both iOS and Android users.