New guidance helps Australians identify AI-generated content
APS agencies producing AI-assisted content now have a domestic reference point for transparency practices - relevant to communications, policy, and service delivery teams.
Key points
- The National AI Centre has released guidance on labelling, watermarking, and metadata for AI-generated content.
- Guidance targets businesses but applies equally to APS agencies producing AI-assisted public-facing content.
- Framed around reducing regulatory and reputational risk, not a mandatory standard - voluntary best practice only.
Summary
The National AI Centre has published 'Being clear about AI-generated content', practical guidance for businesses and AI developers on making AI-generated or AI-modified content identifiable. It outlines three mechanisms - labelling, watermarking, and metadata recording - and advises organisations to calibrate the level of transparency to the content's context and potential impact. The guidance draws on industry best practice and developing global standards, with updates promised as standards evolve. Although directed at business, the principles apply directly to APS agencies using generative AI in communications, publications, or service delivery.
Implications for Australian agencies
- Consider Communications, digital, and AI governance teams may want to assess whether their agency's current practices for labelling AI-assisted content align with the NAIC guidance.
- Monitor Agencies involved in AI policy or standards work could watch for updates as the guidance evolves alongside international AI content provenance standards such as C2PA.
Implications are AI-generated. Starting points, not advice.
"New guidance helps Australians identify AI-generated content" Source: National AI Centre Published: 1 December 2025 URL: https://www.industry.gov.au/news/new-guidance-helps-australians-identify-ai-generated-content The National AI Centre has published 'Being clear about AI-generated content', practical guidance for businesses and AI developers on making AI-generated or AI-modified content identifiable. It outlines three mechanisms - labelling, watermarking, and metadata recording - and advises organisations to calibrate the level of transparency to the content's context and potential impact. The guidance draws on industry best practice and developing global standards, with updates promised as standards evolve. Although directed at business, the principles apply directly to APS agencies using generative AI in communications, publications, or service delivery. Implications for Australian agencies: - [Consider] Communications, digital, and AI governance teams may want to assess whether their agency's current practices for labelling AI-assisted content align with the NAIC guidance. - [Monitor] Agencies involved in AI policy or standards work could watch for updates as the guidance evolves alongside international AI content provenance standards such as C2PA. Retrieved from SIMS, 18 May 2026.