# Google to Allow Removal of Visible Watermarks from AI Content

Users will soon be able to remove watermarks from AI-generated images.

- **Source:** [Engadget](https://www.engadget.com)
- **Published:** 2026-08-14
- **Topic:** [Data & AI](https://brifing.si/c/data-ai)
- **Original article:** <https://www.engadget.com/2237340/google-will-now-allow-users-to-remove-visible-watermarks-from-ai-content/>
- **On Brifing:** https://brifing.si/s/c15e9dcf-1b0e-48cd-bc82-ad10cd064d6d

## Google's New Approach to AI Watermarks

Google VP Josh Woodward announced that users will be able to remove visible watermarks from AI-generated images and videos. This feature will soon be available for the Nano Banana, Omni, and Lyria models, which use the familiar sparkle icon to denote AI content. It will also be coming to Gemini and the Flow video editor.

## Purpose of Watermarks and the New Feature

Visible watermarks are used to quickly identify AI-generated content. However, this new feature largely undermines their purpose. Users will have to resort to more challenging methods to identify AI content. This change will not affect invisible watermarks like SynthID and C2PA.

## Legal Regulations and Geographic Restrictions

Woodward stated that the watermark removal option will be available in countries without legal requirements. It will be active in regions like the US but unavailable in areas like the EU, where visible watermarks are mandatory. The EU has introduced new rules on AI transparency.

## Industry Approach and Creativity

Google's move reflects the industry's approach to labeling AI-generated content. While visible watermarks are effective for quickly identifying deepfakes, they can hinder creative work. Woodward said, 'We're striking a balance between creative control and safety.'

## Steps by Other Companies

Google's decision is the latest development in the world of AI watermarks. Suno announced new 'transparency tools' to label AI-generated songs. Anthropic added invisible C2PA watermarks to text and files generated by Claude. These steps aim to comply with EU regulations.

## The Future of AI Content

The labeling and identification of AI-generated content are becoming increasingly important in the tech world. While visible watermarks offer a quick solution for users, they can be limiting for creators. Google's move is a significant step in shaping AI's future role.

## User Reactions

Google's decision has sparked mixed reactions among users. Some support creative freedom, while others worry about the increased difficulty in identifying AI content. This change has ignited an important debate about AI's role in daily life.

## AI and Transparency

The rapid development of AI technologies brings transparency and security issues to the forefront. Google's watermark removal option exemplifies how this balance can be achieved. More innovations in labeling and identifying AI content are expected in the future.

## Sources covering this story

- https://www.engadget.com/2237340/google-will-now-allow-users-to-remove-visible-watermarks-from-ai-content/ — 

---

_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._