TikTok, the popular social video platform, is taking steps to enhance transparency around AI-generated content. The company announced on Thursday that it will automatically label content created with AI from other platforms. This move comes as TikTok partners with the Coalition for Content Provenance and Authenticity (C2PA), co-founded by Microsoft and Adobe, to implement Content Credentials.
Content Credentials is a technology that attaches specific metadata to content, allowing TikTok to quickly recognize and label AI-generated content. This new feature will be rolled out globally in the coming weeks and will apply to all TikTok users. Previously, TikTok already labeled content made with its own AI effects, but now it will also label content created on other platforms that have implemented Content Credentials, such as OpenAI’s DALL·E 3 and Microsoft’s Bing Image Creator.
Although TikTok already requires creators to disclose when they use AI to create or enhance content, the company sees the implementation of Content Credentials as an additional measure to ensure AI-generated content is properly labeled. This change aims to relieve pressure from creators while maintaining transparency for viewers.
In the future, TikTok plans to attach Content Credentials to AI-generated content created on its own platform using TikTok AI effects. The metadata will provide details about where and how the content was made or edited and will remain attached even when downloaded. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content.
TikTok’s commitment to labeling AI content extends beyond its own platform. The company wants to ensure that AI content made on TikTok is accurately labeled when posted on other platforms as well. According to Adam Presser, Head of Operations and Trust & Safety at TikTok, transparency for viewers is crucial, and by partnering with peers to label content across platforms, they are making it easier for creators to explore AI-generated content responsibly.
TikTok takes pride in being the first video-sharing platform to implement Content Credentials. It’s worth noting that Meta, formerly known as Facebook, announced earlier this year its plans to utilize C2PA’s solution for adding provenance to content.
In addition to labeling AI content, TikTok is committed to combating the use of deceptive AI in elections and has policies in place to prohibit harmful and misleading AI-generated content, regardless of whether it is labeled or not.
With the implementation of Content Credentials, TikTok is taking a proactive approach to ensure transparency and accountability in the realm of AI-generated content. By partnering with industry leaders and adopting new technologies, TikTok aims to foster a creative environment while deterring harmful and misleading content.
