TikTok, the popular social video platform, announced on Thursday its initiative to automatically label AI-generated content that originates from other platforms. This move comes as part of TikTok’s commitment to transparency and ensuring viewers are informed about the nature of the content they consume. With this new change, any content on TikTok created using services like OpenAI’s DALL·E 3 will be adorned with an “AI-generated” label, signaling to viewers its origin.
The implementation of this labeling system is made possible through Content Credentials, a technology developed by the Coalition for Content Provenance and Authenticity (C2PA), a collaborative effort between tech giants Microsoft and Adobe. Content Credentials enable the attachment of specific metadata to content, facilitating TikTok’s ability to recognize and label AI-generated content seamlessly.
Beginning Thursday, TikTok will automatically label AI-generated content uploaded to its platform, provided it carries Content Credentials. This rollout will occur globally over the following weeks, encompassing all users of the platform.
While TikTok already distinguishes content produced using its own AI effects, this update extends labeling to content originating from external platforms employing Content Credentials. Notable platforms already on board with this technology include OpenAI’s DALL·E 3 and Microsoft’s Bing Image Creator, with Google pledging support as well. Although TikTok mandates creators to disclose AI involvement in their content, this automated labeling adds an extra layer of assurance and removes the burden from creators.
In the upcoming months, TikTok plans to extend Content Credentials to AI-generated content produced within its platform using TikTok AI effects. This metadata will provide insight into the creation and editing process of the AI-generated content and will persist even after downloading. Furthermore, platforms adopting Content Credentials will automatically label content as AI-generated, fostering consistency across platforms.
“AI-generated content is an incredible creative outlet, but transparency for viewers is critical,” Adam Presser, Head of Operations and Trust & Safety at TikTok, said in a press release. “By partnering with peers to label content across platforms, we’re making it easy for creators to responsibly explore AI-generated content, while continuing to deter the harmful or misleading AIGC that is prohibited on TikTok.”
TikTok proudly asserts itself as the pioneer among video-sharing platforms in implementing Content Credentials. Notably, Meta announced intentions in February to leverage the C2PA’s solution for enhancing content provenance.
In addition to the labeling initiative, TikTok reaffirmed its commitment to combatting the misuse of deceptive AI in elections. The platform’s policies vehemently prohibit harmful and misleading AI-generated content, irrespective of labeling.
TikTok’s decision to automatically label AI-generated content marks a significant step towards transparency in content dissemination. By leveraging Content Credentials, TikTok aims to empower viewers with crucial information while fostering responsible content creation and consumption across platforms.
