The platform will now label content created using artificial intelligence (AI), especially when it’s uploaded from outside its own platform. This move is aimed at providing clarity to viewers who might be confused or misled by AI-generated content.
The company stated that AI offers incredible creative opportunities, but it’s essential for viewers to know when content is AI-generated. To make this context clear, TikTok has been labeling AI-generated content (AIGC) made with its own AI effects and has required creators to label realistic AIGC for over a year.
This shift in policy is part of a broader attempt in the technology industry to provide more safeguards for AI usage. Earlier this year, Meta announced that it was working on technical standards to identify images, and eventually video and audio, generated by AI tools. Google also announced last year that AI labels are coming to YouTube and its other platforms.
TikTok is collaborating with the Coalition for Content Provenance and Authenticity and will use its Content Credentials technology. This technology can attach metadata to content, which can be used to instantly recognize and label AI-generated content. TikTok has already started deploying this technology on images and videos and will soon extend it to audio-only content.
In the coming months, Content Credentials will be attached to submissions made on TikTok. This will help identify AI-generated material made on TikTok and help people learn when, where, and how the content was made or edited. Other platforms that adopt Content Credentials will be able to automatically label it.
TikTok is the first video-sharing platform to put the credentials into practice and will join the Adobe-led Content Authenticity Initiative to help push the adoption of the credentials within the industry. With over 170 million users in the United States alone, TikTok’s platform and its vast community of creators and users are an essential piece of the chain of trust needed to increase transparency online.
Read more: time.com