I'm working under the assumption that there's still some value to real human interaction / media, which I do believe (not in a "end AI" way, exactly the opposite). There will always be an incentive to pass anything as human produced not only by the labs but by the people using these tools. As soon as Anthropic announced their watermarking strategy, there were people reverse engineering it and opensourcing tools to remove it.

In practice what has ended up happening is that in almost every surface people should assume that there's an increasing level of probability that that specific piece of media is produced by AI.