TikTok’s AI Content Labelling Feature

TikTok, the popular platform for sharing short videos, has announced that it will automatically label content generated by artificial intelligence (AI) when it is uploaded. The move comes as TikTok partners with the Coalition for Content Provenance and Authenticity (C2PA) to implement its Content Credentials technology, making it the first media-sharing platform to do so. While TikTok has already required users to label AI-generated content for over a year, this development extends to content created on other platforms. The Content Credentials technology attaches metadata to content, allowing TikTok to recognize and label AI-generated content. Initially, the feature will only be available for images and videos, but there are plans to include audio content in the future.

TikTok has also joined the Content Authenticity Initiative (CAI), led by Adobe, to combat the issue of altered digital content. Dana Roa, the general counsel and chief trust officer at Adobe, emphasized the importance of providing ways for the public to discern what is true in a time when digital content can easily be manipulated. In addition to AI labeling, TikTok will introduce media literacy resources developed in collaboration with MediaWise and WITNESS. These resources aim to promote universal media literacy skills and explain how tools like AI labels can provide further context to TikTok content.

The decision to implement automatic labeling of AI-generated content comes as AI technology advances and produces more realistic content. This has led to an increase in the creation of AI-generated deepfakes, which can be used for fraudulent purposes. Recently, authorities in Hong Kong discovered an unlicensed cryptocurrency exchange that used AI-generated videos and images of Elon Musk to fake a connection with him. This incident serves as an example of the potential misuse of AI technology. Warren Buffett, co-founder of Berkshire Hathaway, also expressed concerns about the impact of AI on illicit financial activities, comparing it to the development of nuclear weaponry. Buffett’s concerns were intensified after he was exposed to a deepfake video that convincingly imitated his appearance and mannerisms.

TikTok’s efforts to automatically label AI-generated content and provide media literacy resources reflect the platform’s commitment to addressing the challenges posed by AI technology. By partnering with industry organizations such as C2PA and CAI, TikTok aims to enhance the authenticity and transparency of the content shared on its platform. As AI technology continues to progress, it is crucial to stay vigilant and ensure that measures are in place to protect against the misuse of this powerful tool. Through these initiatives, TikTok hopes to empower its users to make informed decisions about the content they consume and contribute to creating a safer online environment.