Shutterstock Introduces AI-Generated Content Identification System

On September 2, 2025, Shutterstock announced a significant upgrade to its visual content platforms, vcg.com and cfp.cn, to comply with new regulations on AI-generated synthetic content (AIGC). The upgrade focuses on labeling such content to ensure transparency and promote the healthy development of generative AI.

New Regulations Drive Change

The update follows the implementation of the "Methods for Identifying Artificial Intelligence-Generated Synthetic Content" by China's State Internet Information Office and the Ministry of Industry and Information Technology. These regulations mandate clear labeling of AI-generated content to protect users' right to know and enhance industry credibility.

Dual Identification Mechanism

Shutterstock's new system features a dual identification mechanism:

1. Visible Watermark: Works are marked with "AI-Generated Synthetic" labels for easy recognition.
2. Embedded Metadata: Generation attributes and platform information are stored in the file's metadata for traceability and management.

This approach ensures users can identify AI-generated content while enabling future tracking of its distribution.

Enhanced User Experience

The platform has also streamlined its user interface:

• Filtering Options: Users can easily locate AIGC works.
• Customizable Downloads: Users may choose to retain or remove visible watermarks based on their needs.

Industry Impact

Shutterstock aims to set a benchmark for transparency in the generative AI industry. By providing clear content sources, the platform hopes to foster trust and encourage responsible use of AI-generated media.

Key Points:

• Dual Identification: Combines visible watermarks and embedded metadata.
• Regulatory Compliance: Aligns with new government standards for AIGC.
• User-Friendly Updates: Improved filtering and download options.
• Industry Leadership: Promotes transparency and traceability in AI-generated content.