Video sharing platform, TikTok, has begun labelling with AI-generated content (AIGC). This initiative by the ByteDance owned platform is meant to help maintain content authenticity. Over the last one year, creators on the platform have been required to label AI generated content themselves. TikTok claims that so far over 37 million creators have used the labelling tool.
However, in order to avoid misleading users on the platform or causing confusion, TikTok will now automatically label AI generated content created with TikTok effects. This is similar to YouTube’s AI content mandatory labels introduced in March.
However, TikTok’s auto labelling will now extend to content created outside TikTok. This is made possible using Content Credentials from C2PA to automatically detect AIGC from various sources. C2PA Content Credentials act like a hidden tag that tells if something was created by AI. The rollout for images and videos has begun, and audio support is on the horizon.
“We’re expanding auto-labelling to AIGC created on some other platforms by launching the ability to read Content Credentials, a technology from the Coalition for Content Provenance and Authenticity (C2PA),” wrote TikTok on its website.
TikTok is adding Content Credentials to content, which will stick with the video even when downloaded. This means anyone can use the free C2PA Verify tool to see if a video was made with AI, and even get details like when and how it was created. Plus, other platforms using Content Credentials can automatically label these videos as AI-generated.
AI Generated Content Literacy
The platform is launching new resources to boost media literacy, helping users identify and critically assess AI-generated content and misinformation. It has been engaging experts to develop media literacy campaigns. This will aid users identify and think critically about AIGC and misinformation.
Read: TikTok & AU Team Up for Multi-Year Youth Online Safety Campaign
To help drive Content Credentials adoption, TikTok is also joining the Adobe-led Content Authenticity Initiative (CAI).
“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 towards achieving that outcome,” said Dana Rao, General Counsel and Chief Trust Officer, Adobe.
