TikTok Takes a Stand Against Misinformation: Labeling AI-Generated Content

TikTok has announced that it will start labeling content created using artificial intelligence (AI) when it is uploaded from outside its own platform. This decision is part of TikTok’s efforts to combat misinformation on its social media platform.

The company stated that while AI enables creative opportunities, it can confuse or mislead viewers if they are not aware that the content was AI-generated. By labeling AI-generated content, TikTok aims to provide clear context for its users. The company has already been requiring creators to label realistic AI-generated content (AIGC) for over a year.

TikTok is partnering with the Coalition for Content Provenance and Authenticity and will use their Content Credentials technology to attach metadata to content, allowing for instant recognition and labeling of AI-generated content. This capability started on images and videos on Thursday and will soon extend to audio-only content.

In the coming months, Content Credentials will be attached to content created on TikTok, even when downloaded. This will help identify AI-generated content made on TikTok and provide information on when, where, and how the content was created or edited. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content.

TikTok is the first video-sharing platform to implement Content Credentials and will be joining the Adobe-led Content Authenticity Initiative to promote the adoption of these credentials across the industry. The company’s Head of Operations & Trust and Safety, Adam Presser, mentioned that users and creators are excited about AI’s creative potential but emphasized the importance of understanding the distinction between fact and fiction.

The announcement was first made on ABC’s “Good Morning America” on Thursday. TikTok’s previous policy encouraged users to label AI-generated content and required labeling of all AIGC with realistic images, audio, and video.