In a bid to combat the spread of misinformation on its social media platform, TikTok has announced that it will start labeling content created using artificial intelligence (AI) when it is uploaded from outside its own platform. The company believes that AI can provide creative opportunities, but viewers may be confused or misled if they are not aware that the content was AI-generated.
To help with this effort, TikTok has partnered with the Coalition for Content Provenance and Authenticity and is using their Content Credentials technology. This technology can attach metadata to content, allowing TikTok to recognize and label AI-generated content instantly, starting with images and videos and soon expanding to audio-only content. In the coming months, Content Credentials will be attached to TikTok content, even when downloaded, to help identify AI-generated content and provide information on when, where, and how the content was created or edited.
TikTok’s Head of Operations & Trust and Safety Adam Presser expressed enthusiasm for the creative potential of AI while also stressing the importance of helping users differentiate between fact and fiction. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content. This move aligns with TikTok’s ongoing efforts to promote transparency and combat misinformation on its platform.
