TikTok to automatically label AI-created content

TikTok is taking new steps to fight misinformation by automatically labelling AI-generated content.

The video-sharing app takes the step as the platform faces a potential sale or ban in the US.

Previously, TikTok only labelled AI content made with its tools. Now, it is working with the Coalition for Content Provenance and Authenticity (C2PA) to use a technology called Content Credentials. This technology enables platforms like TikTok to identify and label AIGC automatically.

The new feature focuses on identifying images and videos created with AI tools outside TikTok. TikTok is going to launch a system to detect AI-generated audio content soon.

“AI enables incredible creative opportunities, but can confuse or mislead viewers if they don’t know content was AI-generated. Labeling helps make that context clear — which is why we label AIGC made with TikTok AI effects, and have required creators to label realistic AIGC for over a year. We also built a first-of-its-kind tool to make this easy to do, which over 37 million creators have used since last fall,” said TikTok.

TikTok is also joining the Adobe-led Content Authenticity Initiative (CAI) to encourage more transparent content labelling practices in the industry. TikTok is the first video-sharing platform to use Content Credentials.

TikTok is also focusing on educating its users. It is working with media literacy organisations like MediaWise and WITNESS to create resources and launch educational campaigns. These campaigns aim to raise users’ awareness of AIGC.

TikTok will release 12 videos throughout the year in partnership with MediaWise, a program by the Poynter Institute. These videos will teach universal media literacy skills and explain how TikTok tools like AIGC labels can help understand content.

TikTok is also starting a campaign to raise awareness about AI labelling and potentially misleading AIGC through a series of videos developed with WITNESS.

TikTok says that while most people want to enjoy AI-generated content responsibly, there will be people who use AIGC to intentionally deceive others. TikTok is on the lookout for these risks, and its policies strongly prohibit misleading AI-generated content, whether it is labelled or not. They have also signed an industry agreement this year to fight the use of deceptive AI in elections.

TikTok added: “While most people want to enjoy AI-generated content responsibly, there will be bad actors who use AIGC to intentionally deceive others. We’re vigilant against those risks, which is why our policies firmly prohibit harmfully misleading AI-generated content—whether it’s labeled or not—and signed an industry pact this year to combat the use of deceptive AI in elections.”