TikTok has announced plans to automatically label AI-generated content on its platform in a bid to tackle misinformation and provide clarity to viewers.
According to a company announcement, TikTok aims to address the potential confusion or misleading nature of AI-generated content by introducing clear labeling.
The social media platform already labels content generated within the TikTok app, including through its AI Art tool, which transforms existing images.
TikTok will now extend this labeling to automatically identify synthetic content, such as the recent fake Meta Gala images featuring Katy Perry and Rihanna. Additionally, users will be encouraged to disclose when they upload AI-generated content.
To facilitate this labeling process, TikTok has implemented Content Credentials, a technology developed by the Coalition for Content Provenance and Authenticity (C2PA). This technology attaches metadata to content, enabling the platform to quickly recognize AI-generated content.
The feature is currently being rolled out for images and videos, with plans to expand to audio-only content in the near future, according to TikTok.
Content Credentials will remain attached to TikTok content even if it's downloaded, ensuring that AI-generated content can be identified if reuploaded to the platform at a later time.
Other platforms that have adopted the C2PA tool, including Adobe, Microsoft, Nikon, and Truepic, will also label AI-generated content as such.
Dana Rao, Adobe’s general counsel and chief trust officer, expressed enthusiasm for TikTok's efforts, highlighting the importance of transparency and authenticity in digital content.
In early April, Meta announced similar measures for its platforms, Instagram and Facebook, automatically labeling synthetic content with a "Made with AI" tag. However, Meta is using its own detection technologies for this purpose.
TikTok has launched a library of media resources to assist users in understanding the labeling process, demonstrating its commitment to transparency and combating misinformation.
