TikTok has announced a new initiative to label content created using artificial intelligence (AI) in an effort to combat misinformation on its platform. The company stated that while AI technology offers creative opportunities, it can also confuse or mislead viewers if they are unaware that the content is AI-generated.
Through a partnership with the Coalition for Content Provenance and Authenticity, TikTok will utilize Content Credentials technology to attach metadata to AI-generated content and instantly recognize and label it. This labeling will provide users with context about when, where, and how the content was created or edited.
TikTok has been encouraging its users to label AI-generated content for some time, particularly if it contains realistic images, audio, or video. The platform aims to ensure transparency and help people distinguish between fact and fiction in the content they consume.
The use of Content Credentials technology began on Thursday for images and videos on TikTok, with plans to extend it to audio-only content soon. The company announced that it will join the Adobe-led Content Authenticity Initiative to promote the adoption of these credentials within the industry.
Adam Presser, TikTok’s Head of Operations and Trust and Safety, emphasized the importance of users understanding the origin of content, particularly as AI technology continues to advance. By implementing labeling for AI-generated content, TikTok aims to provide viewers with greater transparency and enhance their overall experience on the platform.
The move to label AI-generated content underscores TikTok’s commitment to promoting authenticity and combating misinformation in the digital landscape. As the first video-sharing platform to implement Content Credentials, TikTok is setting a precedent for transparency and accountability within the industry.
