TikTok, a popular video-sharing platform, has recently announced a new policy requiring the labelling of content created using artificial intelligence (AI). This development comes in response to the increasing prevalence of AI technology, which has raised concerns about the potential for misinformation and confusion among viewers.
In a statement released on Thursday, TikTok stated that while AI presents incredible creative opportunities, it also has the potential to confuse or misinform viewers if the source of the content is not clear. As a result, the platform will begin labelling AI-generated content uploaded from external sources, in addition to already requiring creators to label content generated with TikTok’s own AI effects.
This shift in policy reflects a broader trend in the technology industry to provide safeguards for AI usage. Meta, the parent company of Facebook and Instagram, has announced that it is working on technical standards to identify AI-generated images, and Google has also stated that AI labels will be coming to YouTube and its other platforms.
TikTok has partnered with the Coalition for Content Provenance and Authenticity to implement their Content Credentials technology, which can attach metadata to content to identify and label AI-generated material. The platform has already begun deploying this technology for images and videos, with plans to expand to audio-only content in the near future.
TikTok’s efforts to increase transparency around AI-generated content have been positively received by industry experts. Claire Leibowicz, head of the AI and Media Integrity Program at the Partnership on AI, emphasized the importance of using technology to convey synthetic media to audiences directly as a step towards AI transparency.
In addition to implementing Content Credentials, TikTok has joined the Adobe-led Content Authenticity Initiative in an effort to promote the adoption of these credentials within the industry. With over 170 million users in the United States alone, TikTok’s support for Content Credentials is seen as a significant step in increasing transparency online.
TikTok’s Head of Operations & Trust and Safety, Adam Presser, highlighted the platform’s commitment to ensuring that users have the ability to distinguish between fact and fiction, particularly in the context of AI-generated content. He also expressed excitement about the potential of AI to enhance creativity and audience engagement for TikTok users and creators.
The announcement of TikTok’s new policy comes amid ongoing legal challenges facing the platform, including a recent lawsuit filed by TikTok and its parent company, ByteDance, in response to a new American law that would ban the app unless it is sold to an approved buyer. The lawsuit argues that the law unfairly targets TikTok and represents an unprecedented attack on free speech.
As TikTok continues to navigate legal challenges and regulatory scrutiny, the platform remains committed to promoting transparency and responsible use of AI technology.
In conclusion, TikTok’s decision to label AI-generated content reflects the growing need for greater transparency in the use of AI across digital platforms, and the platform’s efforts to address this issue have been well received within the industry.