TikTok, the popular social media platform, has taken a proactive step in combating the spread of misinformation by announcing automatic labelling for content created using artificial intelligence (AI).
This move comes amidst growing concerns about the potential misuse of AI-generated deepfakes and misinformation, particularly in the context of the upcoming 2024 election.
TikTok has introduced “Content Credentials,” a digital watermarking technology developed by the Coalition for Content Provenance and Authenticity, to automatically label AI-generated content on its platform. This labelling applies to both videos and images and will soon extend to audio-only content.
The platform already requires creators to label content produced using its in-app AI effects and encourages the labelling of realistic AI-generated content.
With this latest update, TikTok aims to provide users with greater transparency and context regarding the origin of content on its platform.
By joining the Content Authenticity Initiative, led by Adobe, TikTok further demonstrates its commitment to promoting transparency and authenticity in digital media production. The initiative focuses on establishing industry standards to trace the creation and editing history of images, videos, and audio clips.
TikTok’s collaboration with the Coalition for Content Provenance and Authenticity underscores the industry-wide effort to address the challenges posed by AI-generated misinformation. The use of Content Credentials enables the platform to identify and label AI-generated content, facilitating greater transparency for users.
In addition to labelling content uploaded from other platforms, TikTok plans to attach Content Credentials to all content downloaded from its platform. This initiative aims to empower users to verify the authenticity of content and understand its creation process, including when, where, and how it was made or edited.
While TikTok’s efforts represent a significant step towards AI transparency, experts emphasize the need for continued vigilance and innovation in combating the proliferation of misleading AI content.
Despite the challenges posed by sophisticated adversaries, initiatives like Content Credentials contribute to greater accountability and trust in digital media.
TikTok’s implementation of automatic labelling for AI-generated content marks a significant milestone in the platform’s ongoing efforts to promote transparency and combat misinformation.
By leveraging advanced digital watermarking technology and collaborating with industry partners, TikTok sets a precedent for responsible AI usage in social media. As the digital landscape evolves, initiatives like Content Credentials play a crucial role in fostering trust and integrity in online content.