The company said on Thursday that TikTok will begin automatically labelling AI-generated video that was made on other platforms. With this change, if a creator puts on TikTok content that was made with a service like OpenAI’s DALL·E 3, it will have a label that says “AI-generated” next to it to let people know that it was made with AI.
Content Credentials is a technology from the Coalition for Content Provenance and Authenticity (C2PA), which was started by Microsoft and Adobe. The social video platform is using it to do this. Content Credentials add certain metadata to content, which TikTok can then use to identify and name content made by AI right away.
So, when AI-generated material is uploaded to TikTok, the platform will start automatically labelling it with material Credentials. As of Thursday, the change is live and will be used by everyone in the world for the next few weeks.
TikTok already names videos that were made with TikTok AI effects. Now, it will also label videos that were made on platforms that use Content Credentials, such as OpenAI’s DALL·E 3 and Microsoft’s Bing Image Creator. Microsoft, Adobe, and OpenAI already support Content Credentials, and Google has also said it will do so.
As TechCrunch reported, TikTok already requires creators to say when they post content that was made or improved with AI. The company said that the new change is another way to make sure that AI-generated content is labelled while also easing the burden on creators.
TikTok will start adding material Credentials to AI-generated material made on the app using TikTok AI effects in the coming months. The Content Credentials information will tell you where and how the AI-generated content was created or changed, and it will stay with the content after you download it. If other platforms use material Credentials, they will be able to tell right away that the material was made by AI.
TikTok promised to name AI content on its own service, and now it wants to help make sure that AI content made on TikTok is labelled correctly when it’s shared on another platform.
Adam Presser, Head of Operations and Trust & Safety at TikTok, said in a press release, “AI-generated content is a great way to be creative, but viewers need to know what’s going on.” “By working with peers to label content across platforms, we’re making it easy for creators to explore AI-generated content in a responsible way. At the same time, we’re continuing to stop harmful or misleading AIGC that isn’t allowed on TikTok.”
TikTok says it has Content Credentials and is the first video-sharing app to use them. It’s important to note that Meta said in February that it would build on the C2PA’s solution for giving material a provenance.
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As part of its release on Thursday, TikTok said it would fight against the use of misleading AI in elections and that its rules strongly forbid harmfully misleading AI-generated content, even if it’s labelled.
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