California's AI Transparency Act (AB 853): A Game-Changer for Digital Trust and How DeepMark Leads the Way

In a landmark move to combat the rising tide of deepfakes and AI-generated misinformation, California Governor Gavin Newsom signed Assembly Bill 853, the California AI Transparency Act, into law on October 13, 2025. This first-in-the-nation legislation mandates the embedding of provenance data into AI-generated content, empowering users to verify authenticity and origin. At DeepMark, we're thrilled about this development, as it aligns perfectly with our mission to restore trust in digital media through advanced invisible watermarking technology. In this post, we'll break down what AB 853 means for the industry, who it impacts, and how our robust watermarking solutions make compliance seamless and effective.

Understanding AB 853: The California AI Transparency Act

AB 853 builds on existing efforts to regulate generative AI (GenAI) by requiring "covered providers", those with over 1 million monthly users accessible in California, to embed latent disclosures (imperceptible metadata) into synthetic content like images, videos, audio, and text. This provenance data must include details such as the AI system's name, version, creation timestamp, and a verifiable digital signature. Additionally, providers must offer free detection tools to scan and reveal this information, ensuring users can easily distinguish real from AI-altered media.

The bill doesn't stop there. Starting January 1, 2027, large online platforms (with over 2 million users) must detect and conspicuously display provenance data in uploaded content, without stripping it. By January 1, 2028, capture device manufacturers (e.g., phone and camera makers) must enable users to embed similar markers in authentic recordings, creating an end-to-end ecosystem for traceability.

Non-compliance carries steep penalties: up to $5,000 per violation per day, enforceable by the state Attorney General. This isn't just about fines - it's about fostering accountability in an era where deepfakes can manipulate elections, spread disinformation, or infringe on intellectual property. As experts in provenance and deepfake detection, we see AB 853 as a vital step toward a more transparent digital world, echoing similar mandates in the EU AI Act.

Who Does AB 853 Impact?

The legislation targets key players across the AI and media landscape. Here's a breakdown

Generative AI Providers

Companies such as OpenAI (ChatGPT, Sora), ElevenLabs (voice synthesis), and Stability AI (Stable Audio) will need to embed latent provenance in their outputs and provide free detection tools.

Large online platforms

Companies such as TikTok, Snapchat, and Discord will have to detect and disclose provenance in user content, and prevent removal of markers.

Capture device manufacturers

Companies such as Samsung, Sony, and Canon will have to offer default embedding options for authentic content.

These entities must adopt standards like C2PA (Coalition for Content Provenance and Authenticity) for interoperability, but as we've seen with metadata vulnerabilities, true robustness requires advanced watermarking to survive edits, compression, or stripping attempts.

How DeepMark's Invisible Watermarking Powers Compliance and Beyond

At DeepMark, our AI-powered watermarking technology is tailor-made for mandates like AB 853. Specializing in invisible IDs for audio, images, and video, we embed high-capacity metadata that's unbreakable, even against sophisticated manipulations. Here's how we help companies stay ahead:

• Seamless latent disclosures: Our engine seamlessly integrates into GenAI workflows, embedding provenance data (e.g., origin, edits, timestamps) without compromising perceptual quality. For audio-focused tools like voice cloning or music generation, this ensures every output carries verifiable markers, meeting AB 853's requirements for permanence and difficulty of removal.
• Robust detection tools: We provide developer-friendly detection capabilities that extract watermarks instantly, enabling free, public-facing tools for verification. This not only satisfies the bill's detection mandate but also enhances user trust by offering "instant proof" of authenticity, crucial for platforms battling deepfakes.
• End-to-end provenance for devices: For manufacturers, our solutions can be baked into capture devices, allowing default embedding in real-time recordings. This creates a chain of trust from creation to distribution, making it easier to spot alterations downstream.
• Beyond compliance (fighting deepfakes): Our watermarks withstand AI-based attacks, compression, and format changes, going further than basic metadata. In a world where deepfakes erode trust, DeepMark's tech empowers creators, platforms, and users to reclaim control.

We've already partnered with industry leaders to implement these features, and AB 853 validates our approach. By adopting DeepMark, companies avoid penalties while turning transparency into a competitive advantage.

The Road Ahead: Why Now is the Time to Act

AB 853 signals a global shift toward regulated AI, with California's law setting a precedent that could influence federal policies. As deepfakes become more sophisticated, proactive measures like watermarking aren't optional - they're essential for preserving digital integrity.

If you're a GenAI provider, platform operator, or device manufacturer navigating these changes, DeepMark is here to help. Our compliance-ready solutions make implementation straightforward, scalable, and future-proof.

Ready to embed trust into your media? Contact our team today or learn more about DeepMark to get started. Let's build a more authentic digital future together.