AI powered image analysis is creating a new privacy concern for social media users by making it possible to estimate where a photograph was taken without relying on GPS or location metadata. According to McAfee Labs findings, AI systems can identify the location shown in 87 to 91 per cent of tested travel photos.
The modern geolocation systems do not necessarily need EXIF or GPS information to determine where a picture was taken. Instead, they examine details visible within the image, including buildings, road signs, architecture, road markings, vegetation, landscapes and recognisable landmarks.
Even the photos that appear generic can get useful clues. A hotel room, beach, river or street scene may reveal details about the country or region through its surroundings, design and natural features. This means deleting location metadata from a photograph may not be enough to prevent its location from being identified.
But the bigger question is how this technology can be used to frame an attack against somebody. For example, someone posting photographs from a holiday can unintentionally reveal that they are travelling or identify the city they are visiting. A scammer can then use that information to create a more convincing message, such as a fake banking alert referring to activity in the same location.
Because the message contains information which matches the victim’s recent social media activity, it may appear more legitimate and increase the chances of the victim falling for the scam.
The users can take many steps to limit how much location information their photos reveal. One simple way is to avoid posting holiday photographs while still travelling and upload them after returning home.
You can also restrict social media posts to friends or trusted contacts can also reduce exposure. Users should also look at their images before posting them and check whether signs, landmarks, hotel names or other identifiable details reveal their location.
Removing GPS and EXIF metadata remains useful, but it should not be considered complete protection. The visual information contained inside the photograph can still be analysed by AI, meaning users may need to think about what their images reveal beyond the metadata attached to them.