TLDR: Snapchat is implementing a transparent ghost logo watermark on all AI-generated images created or exported from its platform, including those from its ‘extend’ tool and ‘Dreams’ feature. This move aims to enhance transparency and combat AI misinformation, aligning with efforts by other major tech companies like OpenAI and Google.
Snapchat is taking a significant step to address the growing concerns around AI-generated misinformation and deepfakes by introducing a new watermarking system for images created using its artificial intelligence tools. Effective September 7, 2025, users will find a transparent Snapchat ghost logo subtly overlaid on any images generated or exported from features such as the ‘extend’ tool and the recently launched ‘Dreams’ feature. Recipients of these images will also see the ghost logo, potentially accompanied by the app’s ‘sparkle’ AI icon, indicating the content’s AI origin.
This initiative positions Snapchat alongside other major technology companies that are increasingly adopting watermarking technologies to foster transparency in AI-generated content. The platform currently employs various methods to mark AI-generated material, including contextual icons for My AI chatbot conversations and the ‘extend’ tool, and ‘context cards’ that explain generative AI for images created with Dreams.
In a statement, Snapchat emphasized its commitment to content integrity, particularly concerning political advertising: “We also take great care to vet all political ads through a rigorous human review process, including a thorough check for any misleading use of content, including AI to create deceptive images or content.” The company further elaborated on the purpose of the new watermarks: “The addition of these watermarks will help inform those viewing it that the image was made with AI on Snapchat.”
Beyond technical solutions, Snapchat is also dedicating efforts to AI literacy, providing a generative AI FAQ on its Support Site. The company acknowledges the inherent challenges of AI, stating, “While all of our AI tools, both text-based and visual, are designed to avoid producing incorrect, harmful, or misleading material, mistakes may still occur.” It also encourages user participation in maintaining content quality: “Snapchatters are able to report content, and we appreciate this feedback.”
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While this move is a proactive measure, AI watchdogs caution that watermarking technology alone may not be a definitive solution to the complex problem of AI misinformation. Other tech giants have also rolled out similar features; OpenAI introduced metadata watermarks for DALL-E 3 generated images in February, and Google launched its SynthID tool for invisible AI image watermarks in August. YouTube, meanwhile, enforces penalties for users who fail to utilize its labeling system for digitally altered content.
