TikTok’s New AI Policy: Labeling Content for Greater Transparency and Authenticity

TikTok is introducing a new policy to label content created using artificial intelligence (AI) when it is uploaded from outside its own platform. This decision is aimed at combating misinformation on its social media platform.

The company stated that AI can offer creative opportunities but can also confuse or mislead viewers if they are not aware that the content was AI-generated. By labeling AI-generated content, TikTok aims to provide clear context for its users. The company has already been requiring creators to label realistic AI-generated content (AIGC) for over a year.

TikTok is partnering with the Coalition for Content Provenance and Authenticity (CCPA) and will use their Content Credentials technology to attach metadata to content, allowing for instant recognition and labeling of AI-generated content. This capability started on images and videos on Thursday and will soon extend to audio-only content.

In the coming months, Content Credentials will be attached to content created on TikTok, even when downloaded. This will help identify AI-generated content made on TikTok and provide information on when, where, and how the content was created or edited. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content.

TikTok’s Head of Operations & Trust and Safety, Adam Presser, emphasized that users and creators are excited about AI’s creative potential but emphasized the importance of understanding the distinction between fact and fiction. He mentioned that this policy will help combat fake news and promote transparency on the platform.