TikTok’s latest initiative involves labeling AI-generated content, starting with uploads from external sources, to combat misinformation on the platform.
The move, announced on May 9, responds to concerns about the potential confusion AI content can cause among viewers. By collaborating with the Coalition for Content Provenance and Authenticity, TikTok aims to use Content Credentials technology to attach metadata and instantly recognize AI-generated content.
This labeling, already applied to images and videos, will extend to audio content soon. The initiative aims to help users discern the origin and authenticity of content, enhancing transparency.
TikTok is leading this charge, being the first video-sharing platform to implement such measures, and will join the Adobe-led Content Authenticity Initiative to promote industry-wide adoption. Adam Presser, TikTok’s Head of Operations & Trust and Safety, emphasized the importance of understanding factual content amidst excitement about AI’s creative potential. Previously, TikTok encouraged users to label AI-generated or significantly edited content, ensuring transparency in content creation.