TikTok has announced that it will start labeling content created using artificial intelligence (AI) when it is uploaded from sources outside of its own platform. This move is part of the social media platform’s efforts to combat misinformation and make it clear to viewers when content is AI-generated. The company stated that while AI enables creative opportunities, it can also confuse or mislead viewers if they are unaware of its origin.
TikTok has partnered with the Coalition for Content Provenance and Authenticity to use Content Credentials technology. This technology will attach metadata to AI-generated content, allowing TikTok to instantly recognize and label such content. The labeling of AI-generated content began on images and videos on Thursday and will soon extend to audio-only content.
Over the next few months, Content Credentials will be attached to content created on TikTok and will remain on the content even when downloaded. This will help users identify AI-generated content made on TikTok and learn more about its creation or editing process. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content.
TikTok emphasized that it is the first video-sharing platform to implement the use of Content Credentials and is committed to promoting the adoption of this technology within the industry. The company also announced its participation in the Content Authenticity Initiative led by Adobe to further support the widespread adoption of Content Credentials.
Adam Presser, TikTok’s Head of Operations & Trust and Safety, expressed the platform’s commitment to using AI to enhance creativity and audience engagement while ensuring transparency between fact and fiction. This announcement was made on ABC’s “Good Morning America” on Thursday.
TikTok has a policy in place to encourage users to label AI-generated content and requires labeling of all AI-generated content with realistic images, audio, and video. The platform’s collaboration with the Coalition for Content Provenance and Authenticity and its use of Content Credentials technology demonstrate its ongoing efforts to promote transparency and authenticity in online content.