Google has introduced a new feature enabling users to remove visible watermarks from content created using its AI generation tools. The update applies to Gemini and Flow, Google’s AI video generator, with a toggleable “Media watermark” setting now available to users.
When the setting is disabled, the distinctive “sparkle” watermark that previously appeared in the bottom-right corner of content generated by Google’s Nano Banana and Omni models will no longer be visible. However, according to Josh Woodward, vice president of Google Labs, Gemini, and AI Studio, AI-generated content will continue to carry invisible SynthID watermarks and C2PA metadata embedded within the files. This means users can still verify the AI-generated nature of content by querying Gemini or Search.
The change aligns Google’s approach with other major AI developers. Both OpenAI and Meta’s image generators similarly eschew visible watermarks, instead relying on invisible identification markers like SynthID and C2PA. Meta has developed its own Content Seal standard for this purpose. This week, Anthropic also announced plans to implement invisible watermarks across both AI-generated text and images.
Google intends to expand the watermark toggle to Search as well, though the company notes that the feature will not launch in jurisdictions where visible watermarks are legally mandated. The shift toward optional visible watermarks may make it more challenging for users to quickly identify AI-generated content at a glance, though various invisible verification methods remain available.
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