TikTok has announced a significant new development in its approach to content creation, with the introduction of a plan to label content produced using artificial intelligence (AI) when it originates from sources external to its own platform. This strategic move is part of the social media giant’s efforts to combat misinformation and promote transparency on its platform.
In a press release on Thursday, the company stated, “We are fully supportive of the remarkable creative possibilities offered by AI, but we also acknowledge the potential for confusion and misinformation when viewers are unaware that content has been generated by AI.” The implementation of labels is intended to provide clarity and context, which is why we already label AI-generated content made with TikTok AI effects, and have been requiring creators to label realistic AI-generated content for over a year.”
TikTok has teamed up with the Coalition for Content Provenance and Authenticity and will be utilizing their Content Credentials technology. This technology allows metadata to be attached to content, enabling the platform to readily identify and label AI-generated content. The rollout of this capability began on Thursday for images and videos, and will soon extend to audio-only content.
In the upcoming months, Content Credentials will be applied to TikTok content and will remain embedded even when downloaded. This will serve to identify AI-generated content produced on TikTok and provide insight into the creation and editing process. Additionally, other platforms that adopt Content Credentials will be able to automatically label such content.
TikTok is proud to be the first video-sharing platform to implement these credentials and has committed to joining the Adobe-led Content Authenticity Initiative to advocate for the adoption of these credentials across the industry.
Adam Presser, TikTok’s Head of Operations & Trust and Safety, expressed the platform’s enthusiasm for AI technology, stating, “Our users and our creators are excited about AI and its potential for enhancing their creativity and ability to connect with audiences. However, we also want to ensure that individuals are able to discern fact from fiction.”
The announcement was initially made on ABC’s “Good Morning America” on Thursday.
TikTok’s previous policy has centered around encouraging users to identify content that has been generated or significantly altered by AI. The platform also requires users to label all AI-generated content involving realistic images, audio, and video.
In summary, TikTok’s decision to label AI-generated content demonstrates its commitment to ensuring transparency and authenticity on its platform while embracing the innovative potential of AI technology. This move has the potential to set a new standard for content attribution in the industry, ultimately benefiting creators and users alike.