TikTok Leads the Charge Against Misinformation with AI-Labeling Initiative

TikTok has introduced a new initiative to combat misinformation on its platform by labeling content generated using artificial intelligence. The company is collaborating with the Coalition for Content Provenance and Authenticity to utilize their Content Credentials technology, which can attach metadata to content and allow TikTok to instantly recognize and label AI-generated content.

The labeling of AI-generated content started with images and videos on Thursday, with plans to expand to audio-only content in the near future. Content Credentials will be attached to TikTok content over the next few months, and it will remain with the content even when it is downloaded. This will ensure that users can identify AI-generated content made on TikTok and understand its origin and editing process. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content.

TikTok has positioned itself as the first video-sharing platform to implement Content Credentials and is working with the Adobe-led Content Authenticity Initiative to promote the adoption of these credentials in the industry. Adam Presser, TikTok’s Head of Operations & Trust and Safety emphasized the importance of users understanding the difference between fact and fiction, especially with the rise of AI-generated content.

This new labeling initiative was announced on ABC’s “Good Morning America.” Previously, TikTok has encouraged its users to label AI-generated content, especially if it contains realistic images, audio, or video. This labeling policy helps users differentiate between content created by AI and content created by humans.