TikTok To Start Automatically Labeling AI Content (Except Music)

To combat AI-created content, TikTok is partnering with the Coalition for Content Provenance and Authenticity (C2PA). This makes it the first video-sharing service to utilize Content Credentials, an innovative technology that automatically detects and labels AIGC uploaded from other platforms.

Content Credentials function by embedding metadata within the selected content, allowing platforms that use the technology to spot AIGC automatically. In a recent statement, TikTok praised the creative opportunities that come with AI but admitted that it can also cause confusion and be used to spread misinformation — especially when people are not aware that content has been produced by AI.

The new initiative is designed to enhance transparency on the platform and empower users to identify misinformation sources. Initially, it will focus on identifying AIGC in videos and images, with plans to extend this to audio content labeling in the near future.

In addition to utilizing Content Credentials, TikTok will join the Content Authenticity Initiative (CAI) led by Adobe. The purpose of this initiative is to further promote the adoption of “transparent labeling practices.” The social media platform itself claims that the volume of content subject to automatic labeling will gradually increase.

Beyond labeling, TikTok is also dedicated to user education, partnering with media literacy organizations such as WITNESS and MediaWise. These partnerships will launch educational campaigns throughout the year, mostly in the form of videos, aiming to educate TikTok users about the power and complexities of AIGC.

Participants will be able to improve their media literacy skills, learn more about the importance of content labeling, and gain overall awareness surrounding AIGC.