TikTok announced on Thursday that it will begin automatically labeling AI-generated content created on other platforms. With this update, any content posted on TikTok that was created using services like OpenAI’s DALL·E 3 will have an “AI-generated” label to inform viewers of its AI origin.
To achieve this, TikTok is implementing Content Credentials, a technology developed by the Coalition for Content Provenance and Authenticity (C2PA), co-founded by Microsoft and Adobe. Content Credentials attach specific metadata to content, allowing TikTok to instantly recognize and label AI-generated material.
As a result, TikTok will automatically label AI-generated content uploaded with Content Credentials. This change is being rolled out on Thursday and will be applied globally in the coming weeks.
While TikTok already labels content created with its own AI effects, it will now also label content created on other platforms that use Content Credentials, such as OpenAI’s DALL·E 3 and Microsoft’s Bing Image Creator. In addition to Microsoft, Adobe, and OpenAI, Google has also pledged to support Content Credentials.
Although TikTok already requires creators to disclose when they post content created or enhanced with AI, the company told TechCrunch that it views the new change as an additional measure to ensure AI-generated content is labeled, while also alleviating the pressure on creators.
In the coming months, TikTok will also start attaching Content Credentials to AI-generated content created using TikTok AI effects. The Content Credentials metadata will include details on where and how the AI-generated content was made or edited, and will remain attached to the content when downloaded. Other platforms that adopt Content Credentials will be able to automatically label the content as AI-generated.
TikTok is committed to labeling AI content on its own service and ensuring that AI content made on TikTok is accurately labeled when posted on another platform.
“AI-generated content is an incredible creative outlet, but transparency for viewers is critical,” Adam Presser, head of Operations and Trust & Safety at TikTok, said in a press release. “By partnering with peers to label content across platforms, we’re making it easy for creators to responsibly explore AI-generated content, while continuing to deter the harmful or misleading AIGC that is prohibited on TikTok.”
TikTok is proud to be the first video-sharing platform to implement Content Credentials. Meta announced in February that it plans to build on the C2PA’s solution for adding provenance to content.
As part of Thursday’s announcement, TikTok stated that it is committed to combating the use of deceptive AI in elections and that its policies firmly prohibit harmfully misleading AI-generated content — whether labeled or not.
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