X develops expanded AI transparency labels for posts

X is developing expanded AI transparency labels that would indicate not only whether artificial intelligence was used to generate a post, but also how it was applied in each instance. The labels under development would provide more detailed information about the role of AI in individual updates.

Michael O’Herlihy, X’s head of brand safety, presented examples at the Brand & AI Safety Summit in New York. Screens shared by Adweek senior tech reporter Kendra Barnett show labels with more detailed explanations of why posts were flagged for AI content.

The examples illustrate how the expanded labels would give users information about the reasons behind an AI-content flag, rather than simply indicating that AI was involved. Those explanations concern the rationale used by X’s automated enforcement system when tagging content.

O’Herlihy said X had increased its reliance on automated tagging of AI violations because it is much faster.

The original report suggested that more detailed explanations could help creators challenge labels and provide specific feedback that could be used to refine X’s detection system. It also noted that users may be less likely to reshare posts flagged as AI content, while false positives could frustrate creators whose content is unfairly tagged.