TikTok announced on Thursday that it will begin automatically labeling artificial intelligence-generated content (AIGC) when uploaded from certain platforms, becoming the first video-sharing platform to implement such measures.
This move aims to increase transparency and combat the potential spread of misinformation on the social media platform.
“AI-generated content is an incredible creative outlet, but transparency for viewers is critical,” said Adam Presser, TikTok’s Head of Operations & Trust and Safety. “Our users and creators are excited about AI’s potential for creativity and connecting with audiences. At the same time, we want to ensure people can distinguish fact from fiction.”
Partnership with C2PA for Content Credentials
TikTok is partnering with the Coalition for Content Provenance and Authenticity (C2PA) to utilize their Content Credentials technology, which attaches metadata to content, indicating if it was created or edited using AI. This metadata will remain on the content even when downloaded, allowing other platforms adopting Content Credentials to automatically label AI-generated media.
“By partnering with peers to label content across platforms, we’re making it easy for creators to responsibly explore AI-generated content while continuing to deter harmful or misleading AIGC prohibited on TikTok,” Presser explained.
The Growing Concern of AI-Generated Misinformation
The move comes amid growing concerns over the potential spread of misinformation, especially with the upcoming 2024 US presidential election. Fake AI-generated content has already circulated online, such as fabricated images of celebrities at events they did not attend.
TikTok’s decision aligns with efforts by other tech giants to increase transparency around AI-generated media. In February, Google announced joining C2PA and using Content Credentials, while Meta shared plans to label AI-generated content on Facebook and Instagram ahead of the election.
Additionally, TikTok will join the Adobe-led Content Authenticity Initiative, which aims to establish industry standards for tracing the origin and authenticity of digital media. “At a time when any digital content can be altered, it is essential to provide ways for the public to discern what is true,” said Dana Rao, Adobe’s Chief Trust Officer.
Educating Users on Media Literacy
Alongside the new labeling system, TikTok will produce educational videos in collaboration with Mediawise, a Poynter Institute program promoting media literacy skills to identify misinformation online.
As AI technology continues to advance, experts emphasize the importance of such measures for harm reduction, even if they are not a complete solution. “Neither is a silver bullet, but most of us will be happy to use them if they don’t compromise our privacy or ability to create,” said Sam Gregory, Executive Director of Witness and an expert on deepfakes.