This is something we tackled in the House Bipartisan AI Taskforce last year and while AI wasn't as advanced as Sora has now shown us we already saw this issue coming. One of the ideas that I was interested in and think that we need to look into more is instead of watermarking and labeling AI rather you need to do it with real news and videos via the blockchain.
It should be mentioned that OpenAI is using one of the leading AI labeling technologies in C2PA authentication but this has completely failed to deliver. This labeling technology when I first heard about it last year I did not believe in at all and that has shown to be the case. The reason why I didn't believe in C2PA is because what it does requires people who see it to dive into the video itself.
[C2PA] provides key information about where images originate from, letting viewers identify whether they’ve been manipulated. It is a system for attaching invisible but verifiable metadata to images, videos, and audio at the point of creation or editing, appending details about how and when it was made or manipulated.
This meta data is not easily seen as you have to save the video and then upload it to CAI or Adobe web app to see the meta data and see if it has been altered. By placing the entirety of the work on the user it essentially doesnt do anything. Yes, they say that systems will pick up this meta data for you but we have seen that to not be the case in practice.
The author of this article is 110% correct when they say:
C2PA only works if it’s adopted at every step of the creation and posting process, including being clearly visible to the person viewing the output.
Right now that isn't going on and even if people do as you layer AI videos on top of each other using other AI videos as reference it waters down the ability to track. AI scraps just the top layer of the data so you could create an AI video taking the real life people in the original video and making them cartoons and an AI video of an AI video and both would end up being flagged and thought of as the same.
What the answer is... well I am not completely sold on anything. It is why I wouldnt be surprised and I have been interested in the idea of marking real videos over fake and leveraging blockchain tech so that it cannot be altered. How that works in the real world though I am not so sure of. The current system and the current ideas though are not enough and do not come remotely close to fixing the issues at hand.