TikTok Enhances AI Content Labels

TikTok announced it will be taking extra measures to correctly label all AI-generated content (AIGC) on its platform. It will start by automatically labeling content uploaded from certain platforms.

TikTok has partnered with the Coalition for Content Provenance and Authenticity (C2PA) to ensure users can read Content Credentials, a technology that will attach metadata to image and video content so that TikTok can immediately recognize and label the content as AIGC. Updates to the technology will also see labels for audio content in the future.

TikTok implemented a policy in 2023 that required users to label AIGC. Nevertheless, this step further secures the platform for its users, ensuring that they are able to distinguish between real and digitally created or altered content.

To accelerate the adoption of Content Credentials, TikTok is working with Adobe-led Content Authenticity Initiative (CAI).

“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,” said Dana Rao, General Counsel and Chief Trust Officer at Adobe.

In addition to the technological advances, TikTok is also partnering with MediaWise and WITNESS to create a campaign to improve media literacy, helping users understand what the labels mean and better understand the risks of misleading AIGC. TikTok will be releasing 12 videos throughout the year.

In TikTok’s announcement, the social media company said that it “continues to invest in combating harmful AIGC by evolving [its] proactive detection models, consulting with experts, and partnering with peers on shared solutions.”

Earlier this year, Meta announced similar capabilities for image content, working with Partnership for AI (PAI) to develop and implement industry wide standards. However, TikTok is the first video sharing app to deploy the labels.

C2PA is a project of the Joint Development Foundation, a Washington-based non-profit. The project focuses on the ability to trace the provenance of media at the scale needed in the current context to protect publishers, creators, and consumers.