Google is updating its AI tools—including Gemini and the Flow video generator—to let users toggle off visible watermarks from AI-generated images, videos, and audio. The move addresses user complaints about the sparkle watermark that previously appeared on all generated content. Importantly, Google will retain invisible tracking markers in the files to identify AI-generated content for authentication purposes, ensuring watermark removal doesn't eliminate detection capabilities entirely.

What This Means for Your Business

This change affects enterprises using Google's AI generation tools for marketing, content creation, and design work. While watermark removal improves the polish of deliverables, the invisible tracking layer means compliance and AI-disclosure obligations remain in place. Teams should audit their AI usage policies to clarify when visible watermarks are acceptable and ensure downstream use aligns with regulatory requirements around AI-generated content labeling.