TikTok has announced its plans to introduce automatic AI-generated content labeling to address concerns surrounding misinformation and transparency. The popular social media platform will begin identifying content produced using AI from leading tech companies such as Google, OpenAI, Microsoft, Adobe, and Midjourney.
According to Reuters, the decision to label AI-generated content comes in response to fears that such content could be used to influence elections, particularly in the United States. TikTok intends to use a digital watermark known as Content Credentials to label images and videos created with AI technology that are uploaded to the platform.
Adam Presser, TikTok’s head of operations and trust and safety, emphasized the importance of transparency in identifying AI-generated content. He stated that any realistic AI content that is not labeled will be removed for violating community guidelines.
By partnering with the Coalition for Content Provenance and Authenticity (C2PA), TikTok aims to provide users with clear context about the origin of AI-generated content. The platform has already been labeling content generated within its app and is now extending this practice to content produced externally.
TikTok has joined the Adobe-led Content Authenticity Initiative (CAI) and adopted the Content Credentials technology, becoming the first video-sharing platform to implement this industry-standard labeling approach. These measures align with efforts by other major platforms like YouTube and Meta to ensure transparency and authenticity in content distribution.
In addition to the automatic labeling of AI-generated content, TikTok is launching media literacy resources developed in collaboration with experts from Mediawise and WITNESS. These resources aim to educate users about AI-generated content labeling and empower them to critically evaluate the information they encounter on the platform.
Despite these proactive steps, TikTok remains committed to combating the potential misuse of AI-generated content. The company has established strict policies against misleading content, whether AI-generated or not, and continues to invest in detection models to identify and remove harmful material from its platform. TikTok has also pledged to uphold industry standards to prevent the deceptive use of AI in elections.
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