TikTok is enhancing its AI transparency efforts by introducing new labels for content modified by AI via external tools and launching media literacy resources to educate users on generative AI. The platform is partnering with the Coalition for Content Provenance and Authenticity (C2PA) to implement Content Credentials technology, making it the first video-sharing platform to do so.
TikTok will automatically label AI-generated content (AIGC) uploaded from specific external platforms. This initiative is part of a broader effort to help users distinguish between human and AI-generated content. By collaborating with experts from MediaWise and WITNESS, TikTok is also developing new media literacy resources to help its community navigate the complexities of AIGC and misinformation online.
Dana Rao, General Counsel, Chief Trust Officer, Executive Vice-President at Adobe said “With TikTok’s vast community of creators and users globally, we are thrilled to welcome them to both the C2PA and CAI as they embark on the journey to provide more transparency and authenticity on the platform. 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.”
AI-generated content offers immense creative potential but can also mislead viewers if not clearly identified. TikTok has been labeling AIGC created with its own AI effects and requiring creators to mark realistic AI content for over a year. To simplify this process, TikTok introduced a tool that over 37 million creators have used since last fall.
The platform is now expanding its auto-labeling capabilities to include AIGC created on other platforms by using Content Credentials technology from C2PA. This technology attaches metadata to content, enabling TikTok to recognize and label AI-modified images and videos, with plans to extend this to audio content soon.
Alex Mahadevan, Director of MediaWise at Poynter Institute said “Our Teen Fact-Checking Network has built an audience with innovative media literacy videos on TikTok since 2019. Five years later, we’re thrilled to empower even more people to separate fact from fiction online.”
In the coming months, TikTok will start attaching Content Credentials to its own content, ensuring that metadata remains intact when content is downloaded. This will allow anyone using C2PA’s Verify tool to identify AIGC made on TikTok and learn about its creation and editing details. As other platforms adopt Content Credentials, TikTok will be able to label more content automatically.
To further promote Content Credentials adoption, TikTok is joining the Adobe-led Content Authenticity Initiative (CAI). This gradual increase in auto-labeled AIGC will expand as more platforms implement the technology.
This initiative underscores the importance of transparency in AI-generated content and highlights TikTok’s commitment to helping users navigate the evolving digital landscape responsibly and informely.
