Amid a looming sale or ban of TikTok in the US, the video-sharing platform is taking another step in combating misinformation with a new initiative that automatically labels AI-generated content (AIGC) uploaded from certain platforms.
Previously, TikTok focused on labeling AIGC made within its platform using its own effects. Now, TikTok is partnering with the Coalition for Content Provenance and Authenticity (C2PA), becoming the first video-sharing platform to use Content Credentials, a technology that automatically labels AIGC uploaded from other platforms.
This technology embeds metadata within content, allowing platforms like TikTok to identify and label AIGC automatically. TikTok says the move is aimed at further enhancing transparency and helping users identify AI-generated content and better identify misinformation online.
This latest initiative builds on TikTok’s existing labeling system for AIGC created with its own effects introduced in September 2023. The new feature focuses on identifying images and videos created with AI tools outside TikTok, with audio content labeling coming soon.
“AI enables incredible creative opportunities, but can confuse or mislead viewers if they don’t know content was AI-generated.”
TikTok
“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.
In addition to implementing Content Credentials, TikTok is also joining the Adobe-led Content Authenticity Initiative (CAI) to further drive industry adoption of transparent content labeling practices. TikTok says it’s the first video sharing platform to put Content Credentials into practice.
While initial labeling may be gradual, TikTok says wider adoption by other platforms is expected to increase the volume of automatically labeled AIGC on TikTok.
“With TikTok’s vast community of creators and users globally, we are thrilled to welcome them to both the C2PA and CAI as they embark on the journey to provide more transparency and authenticity on the platform. At a time when any digital content can be altered, it is essential to provide ways for the public to discern what is true. Today’s announcement is a critical step towards achieving that outcome,” said Dana Rao, General Counsel and Chief Trust Officer, Adobe.
“At a time when any digital content can be altered, it is essential to provide ways for the public to discern what is true. Today’s announcement is a critical step towards achieving that outcome.”
Dana Rao, Adobe
Beyond labeling, TikTok is also prioritizing user education. Partnering with media literacy organizations like MediaWise and WITNESS, TikTok says it will invest in media literacy resources, recognizing the potential for confusion with labels. The partnership will launch educational campaigns throughout the year, aiming to raise users’ awareness of AIGC.
TikTok will roll out 12 videos throughout the year in partnership with MediaWise, a Poynter Institute program, to highlight universal media literacy skills while explaining how TikTok tools like AIGC labels can help contextualize content.
The company is also introducing a campaign to raise awareness surrounding AI labeling and potentially misleading AIGC through a series of videos developed in partnership with WITNESS.
“Our Teen Fact-Checking Network has built an audience with innovative media literacy videos on TikTok since 2019. Five years later, we’re thrilled to empower even more people to separate fact from fiction online.”
Alex Mahadevan, MediaWise
“Our Teen Fact-Checking Network has built an audience with innovative media literacy videos on TikTok since 2019. Five years later, we’re thrilled to empower even more people to separate fact from fiction online,” said Alex Mahadevan, Director, MediaWise.
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.”
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