Clarivo – AI Content Disclosure

No – and be wary of tools that promise this. Whether a piece of content falls under the labelling obligations of Art. 50 EU AI Act is a case-by-case decision for the operator (when in doubt, with legal advice). Clarivo is a technical tool: it finds indications of AI origin, makes marking and visible labelling easy, and documents the status in the Media Library. It cannot and does not want to take over the decision itself or the legal assessment.

The EU AI Act splits the transparency obligations across two roles. As a website operator you must visibly disclose AI or deepfake content for image, audio and video to your visitors (Art. 50(4), from 2 August 2026). What is required is the visible disclosure – not that you yourself write a machine-readable note into the file. That is exactly what Clarivo provides the visible labelling for, across all media types: badge/overlay on the image, notice line or overlay on the video and audio player, optionally with the official EU icons. Note: Clarivo is a technical tool and is no substitute for legal advice – whether a specific piece of content falls under the obligation is for you to decide, when in doubt with legal advice.

Because machine-readable marking of the file itself is the job of the AI provider (Art. 50(2)) – that is, the AI system that creates the content (ChatGPT, Gemini, Veo, ElevenLabs & co.), not the website operator. Your operator obligation is the visible disclosure (Art. 50(4)), and Clarivo covers that at the player. Clarivo deliberately does not take on the provider's job and therefore does not alter video/audio files. For images, Clarivo additionally offers the machine-readable IPTC/XMP note as a voluntary bonus (it also survives downloading the image file) – that is not an operator obligation either.

Automatic detection reads the file's metadata. Anyone who takes an image via "copy image", through the clipboard or as a screenshot loses ALL metadata in the process – automatic detection is then no longer possible. For that reason, always download AI images as the original file ("Download" or "Save as") and upload that file to the Media Library. Some image editors and "optimisation" plugins also strip metadata on save. Undetected images can be marked manually in the Media Library's attachment dialog.

Tested with freshly created images, each downloaded as the original file (as of June 2026):

• Google Gemini: yes (C2PA manifest, source "Google (Gemini)").
• ChatGPT / GPT-Image (OpenAI): yes (C2PA manifest).
• Midjourney: yes (XMP note in the PNG file; source attribution generic, as the file contains no manufacturer name).
• Seedream (ByteDance): yes (C2PA manifest, BytePlus ModelArk).
• Recraft: no – the export file contains no metadata; please mark images manually.
• DALL-E (classic), Adobe Firefly, Stable Diffusion, FLUX, Ideogram, Leonardo AI, Canva AI, Bing/Copilot Designer, Grok: not yet tested. Many of these providers write C2PA or XMP metadata that the scan detects generically – but a verified test result is not yet available.

Principle: the machine-readable in-file note (IPTC or XMP in the original file) exists exclusively for images. Video and audio files are labelled visibly only – the media files themselves remain unchanged. Manual marking and visible labelling work for all media types.

• JPEG: scan yes · in-file note yes (IPTC)
• PNG: scan yes · in-file note yes (XMP)
• WebP: scan yes · in-file note yes (XMP)
• GIF: scan yes · in-file note no
• AVIF: scan yes, with a limitation – the scan reads the first 512 KB of the file; if the metadata of a large AVIF file lies beyond that (behind the image data), it is not found. Rare in practice; when in doubt, mark manually. In-file note no.
• HEIC/HEIF: WordPress 6.7 and later automatically converts HEIC uploads to JPEG – the JPEG file is scanned and, where applicable, given a note.
• MP4 / MOV (video): scan yes (C2PA manifest in the container, e.g. Google Veo 3) · no in-file note
• M4A (audio): scan yes (same container as MP4) · no note
• MP3: scan yes (AIGC note in the ID3 tag, e.g. MiniMax; C2PA/XMP in ID3 provenance frames) · no note
• WebM, WAV, OGG, FLAC, MKV, AVI …: no evaluable provenance metadata standard (as of 06/2026) – the scan honestly returns "no finding", manual marking possible at any time.

Yes, optionally. In June 2026 the EU Commission published official icons for labelling AI-generated content together with the voluntary Code of Practice (three categories: fully AI-generated, AI-edited, basic "AI"). On the "Images" tab, under "Display" you can choose the "Official EU icon + text" variant – the free-text badge remains the default. The matching icon is chosen automatically based on the detected content (overridable per file) and appears next to the label text; the choice applies to image, video and audio. The icons are provided by the Commission for free use without attribution. Important and honest: the visible icon is part of your web page, not of the media file – it does not travel along when the file is downloaded or shared. What survives a downloaded image file is solely the optional machine-readable IPTC/XMP note (images only). Video and audio files receive no in-file note. And: Clarivo uses the official EU icons – on its own that does not establish legal compliance and is no substitute for legal advice.

• Read limits: the metadata areas of the container are evaluated (C2PA/XMP boxes in MP4/MOV/M4A, ID3 tag in MP3). Very large manifests are only read up to 512 KB; for heavily fragmented streaming MP4s (fMP4/CMAF) the search ends after 1024 container sections. Not read are the very old ID3v2.2 format and XMP in the moov/udta atom (older Adobe pattern).
• No detection without metadata: converted or trimmed files lose their provenance metadata; many AI providers do not supply any in the first place.
• Embedded content (YouTube, Vimeo, Spotify & co.): embeds show content from external platforms that does not reside in your Media Library – Clarivo can neither read metadata there nor attach a label to the player. Alternatively, label the post via the "Contains AI-generated content" checkbox or place the "AI notice (Clarivo)" block above the embed.
• Fullscreen mode: in native fullscreen the browser shows only the video element itself – the overlay badge cannot be rendered there technically; in the normal page view it remains visible.
• Offload/CDN plugins (S3, Cloudflare R2 & co.): if a plugin serves Media Library files from an external domain, Clarivo no longer recognises the player URL of the classic [video]/[audio] shortcode as a Media Library file – no label appears there. The editor's video/audio blocks are not affected.
• No in-file note: video/audio files are never written to – the machine-readable note remains reserved for images.

If an AI plugin creates images directly in WordPress, Clarivo marks them at the point of creation – even when the file itself carries no metadata:

• AI Engine: tested for real. Detected are the image generator and chatbot images that are saved in the Media Library. NOT detectable is the editor command "generate image" – it leaves no provenance data.
• AI Power: covered on the basis of the plugin source code (all Media Library saves).
• Elementor AI: covered on the basis of the plugin source code – all images from the Elementor AI dialog, alongside generated ones also AI-edited images ("remove background", "expand image").
• WordPress AI plugin ("AI", wordpress.org): covered on the basis of the plugin source code, checked with versions 0.9.0 and 1.0.1 – its own image interfaces record the provenance (ai_generated meta) on save. NOT detectable are images that third-party code delivers directly via the plugin's import interface without passing the note along.
• WordPress 7.0 core AI (AI Client/Connectors): an honest gap – the core substructure itself leaves no provenance note on save. Safety nets: the upload scan catches it if the AI provider embeds metadata in the file, and third-party plugins can use the open interface.

The Clarivo banner sits as its own layer above the page and does not interfere with third-party widgets. Anyone who also wants to show the notice INSIDE the widget configures it directly at the provider (labels as of June 2026, provider interfaces may change):

• Tidio: in the Tidio panel, edit the welcome message and add a sentence such as "You are chatting with an AI assistant".
• Crisp: in the Crisp console, adjust the bot scenario or the welcome text; additionally you can rename the chatbox title (e.g. "AI assistant").
• Chatbase: extend the agent's "Initial Messages" with the notice and choose the display name accordingly.
• Other widgets: almost all chat providers have a configurable welcome message – the AI notice belongs at its start.

That is WordPress behaviour, not a Clarivo feature: the image block stores the alternative text fixedly in the post when inserting – later changes to the Media Library alt text have no effect there. Maintain the text for existing blocks in the block sidebar; featured images, by contrast, always use the current Media Library alt text. Clarivo's optional alt-text addition ("AI-generated image") is appended at runtime and does not change the stored alt texts.

No. All scans run locally on your server, there are no external HTTP requests, no tracking and no forced account.

When the plugin is deleted, all plugin settings and caches are removed. The markings on your media and posts (AI status, source, detection method) are deliberately retained – they are your documentation and are immediately usable again after a reinstall. Anyone who also wants to remove the markings completely sets the following in wp-config.php before deleting: define( 'CLARIVO_UNINSTALL_PURGE_META', true ); IPTC/XMP notes already written into image files are not touched on uninstall (the plugin does not change any files without an explicit instruction); they can be reverted beforehand per image by removing the marking.