TikTok is taking steps to address the spread of AI-generated content on its platform by introducing new labels. This move is part of a broader effort to increase transparency and tackle misinformation.
Lately, AI-generated content has been rapidly gaining popularity on TikTok, with creators using AI voice cloning software to create viral content, such as fake songs and pep talks by celebrities.
TikTok is now requiring creators to label their AI-generated content. This can be done through a new "AI-generated" label that appears below the username in the corner of videos, or through other types of disclosures like stickers or captions. The platform warns that AI content that is not properly labeled may be taken down.
This labeling requirement is not new within TikTok's own ecosystem, as the platform already mandates creators using its internal AI tools to label such content. However, the expansion to include content from external platforms underscores TikTok's commitment to ensuring users are well-informed about the nature of the content they consume, which is increasingly important in a digital landscape often blurred by the lines between authentic and synthetic media.
TikTok also announced that it is partnering with the Coalition for Content Provenance and Authenticity (C2PA) to label artificial intelligence-generated content (AIGC) uploaded from other platforms. C2PA is an industry coalition led by Adobe, with members including Google, Meta, OpenAI, Microsoft, and Intel. C2PA provides technical standards for certifying the source and history of media content, aiming to address the issue of misleading information online.
TikTok will implement C2PA's "Content Credentials" technology, which enables them to attach metadata to images and videos, clearly indicating if the content is AI-generated. This includes AI content created with external tools like DALLE and Firefly. According to a press release from TikTok, the labeling feature is already available for images and videos, with plans to extend it to audio-only content in the near future. This move makes TikTok the first video-sharing platform to adopt C2PA's Content Credentials technology.
The company is now a member of the Adobe-led Content Authenticity Initiative (CAI) to drive industry-wide adoption of Content Credentials. Dana Rao, General Counsel and Chief Trust Officer at Adobe, praised TikTok's decision, stating, "At a time when any digital content can be altered, it is essential to provide ways for the public to discern what is true."
Finally, TikTok says it is investing in media literacy and will release educational videos and resources to help its community understand how and why these labels are important. This includes a series of videos developed with MediaWise, highlighting media literacy skills and the role of AI labels.
Overall, TikTok's implementation of C2PA's Content Credentials is a notable step towards transparency in the generative AI era. By providing clear labels and context, users can make more informed judgments about the content they engage with, fostering a safer and more trustworthy online environment.