TikTok is going to label AI-generated content
Misleading people is going to be harder on TikTok now
Artificial intelligence (AI) enables incredible creative opportunities but can confuse or mislead viewers if they don't know the content is AI-generated.
In order to ensure no one gets confused, TikTok is starting to automatically label AI-generated content (AIGC) when it's uploaded from certain other platforms.
The video-sharing platform, in a statement, said to do this.
It is partnering with the Coalition for Content Provenance and Authenticity (C2PA) and becoming the first video-sharing platform to implement its Content Credentials technology.
The company said labelling helps make that context clear — which is why TikTok will label AIGC made with TikTok AI effects and has 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," it said.
Starting immediately, TikTok is expanding auto-labeling to AIGC created on some other platforms by launching the ability to read Content Credentials, a technology from the C2PA.
Content Credentials attach metadata to content, which we can use to instantly recognise and label AIGC. This capability started rolling out on May 9 on images and videos and will be coming to audio-only content soon.
While experts widely recommend AIGC labelling as a way to support responsible content creation, they also caution that labels can cause confusion if viewers don't have context about what they mean.
"That's why we've been working with experts to develop media literacy campaigns that can help our community identify and think critically about AIGC and misinformation," the ByteDance-owned firm stated.