TikTok is taking cues from its competitors at Meta by implementing new standards for AI-generated content (AIGC).
TikTok announced that will use Content Credentials from the Coalition for Content Provenance and Authenticity (C2PA) to automatically label AIGC when it’s uploaded from certain platforms — no additional details on which platforms were provided. Content Credentials attach metadata to content, which enables TikTok to instantly recognize and label AIGC. This capability is currently available on images and videos, and will be available for audio-only content soon, according to a company blog.
These efforts add to TikTok’s existing strategy for tackling the spread of misleading and malicious content generated from AI tools: the platform already labels AIGC developed with TikTok AI effects and requires creators to use a specific tool to label realistic AIGC they publish to their accounts.
Driving Industry Adoption and Standardization
Over the coming months, TikTok will attach Content Credentials to all AIGC created on the platform. These credentials will remain on content when it’s downloaded, which will allow anyone to use C2PA’s Verify tool to identify AIGC that was made on TikTok and determine where and how content was created and edited. Other companies that adopt Content Credentials, such as Meta, also will be able to automatically label this content when it’s published through their platforms.
“AI enables incredible creative opportunities, but can confuse or mislead viewers if they don’t know content was AI-generated,” TikTok said in a statement. “Labeling helps make that context clear.”
To solidify its commitment to Content Credentials and drive further industry adoption, TikTok also has joined Content Authenticity Initiative (CAI), making it the first video-sharing platform to join the Adobe-led initiative. “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,” said Dana Rao, General Counsel and Chief Trust Officer for Adobe, in a statement. “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 toward achieving that outcome.”
Encouraging Responsible Media Consumption
Although AI helps accelerate the creative process and even push artistic boundaries, TikTok and other platforms recognize the more malicious potential of the technology.
“While most people want to enjoy AI-generated content responsibly, there will be bad actors who use AIGC to intentionally deceive others,” TikTok said. “As AI evolves, we continue to invest in combatting harmful AIGC by evolving our proactive detection models, consulting with experts and partnering with peers on shared solutions.”
TikTok noted that it is “vigilant” against the risks of AIGC and signed an industry pact to combat the use of deceptive AI in elections. The company also has launched new media literacy resources developed with industry experts to better help users navigate the evolving AIGC landscape and better identify misinformation online.
Over the next year, TikTok will release a series of 12 videos with MediaWise, outlining key media literacy skills and educating users about the benefits of AIGC labels. Additionally, the company will launch a series of videos as part of a long-term campaign with WITNESS focused on the impact of misleading AIGC.
