TikTok, the popular video-sharing app, has announced its plans to enhance its efforts to automatically label AI-generated content within its platform.
This initiative includes content created using third-party tools. The company aims to support content credentials, a form of digital watermark that signifies the use of generative AI.
TikTok already requires creators to disclose any “realistic” AI-generated content. However, enforcing this policy becomes challenging when creators utilize AI tools from other companies.
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To bridge this gap, TikTok aims to implement automated labels that can identify and label AI-generated content, even if it was created using third-party tools.
Content credentials act as a “nutrition label for digital content.” They attach tamper-evident metadata to trace the origins of an image and the AI tools used to edit it. Users can view this history if they come across AI-generated content on a platform that supports this technology.
TikTok will be the first video platform to support content credentials, although it may take some time for these labels to become commonplace, as many companies are just beginning to adopt this technology.
It is important to note that content credentials and other metadata-based systems are not foolproof. OpenAI acknowledges that this technology is not a “silver bullet” and that metadata can be easily removed, either accidentally or intentionally.
Additionally, labels are only effective if users take the time to read and understand them.
TikTok recognizes the need to educate its users about content credentials and potentially misleading AI-generated content. To address this, the company has partnered with the fact-checking organization MediaWise and the human rights organization Witness.
Together, they will launch media literacy campaigns aimed at educating TikTok users about the importance of these labels and how to interpret them correctly.
By collaborating with reputable organizations, TikTok aims to promote media literacy and empower its users to make informed decisions about the content they consume on the platform.
While the implementation of content credentials and educational campaigns is a step in the right direction, it is crucial for users to actively engage with these features and take responsibility for verifying the authenticity and credibility of AI-generated content.
