We all need to know when videos are made with AI.
TikTok is set to start labeling AI-created content from other platforms using the Content Credentials system, the company announced on Thursday. TikTok says it’s the first video-sharing company to implement the tech, which will automatically attach metadata to images and video (audio-only content tools are coming soon).
TikTok already requires its users to label their own use of AI and automatically labels “realistic” AI-generated content and content made with its TikTok AI effects system. Meta has similar rules in place as AI becomes more ubiquitous across the internet.
The new automatic labeling comes courtesy of TikTok’s partnership with the Coalition for Content Provenance and Authenticity (C2PA), a group of tech and media companies that includes Adobe, BBC, Google, Intel, Microsoft, OpenAI, and Sony. Its technical specifications can certify the source and history of pieces of media, which can then travel with the media data across platforms, even when that content is downloaded.
“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,” said Dana Rao, Adobe’s General Counsel and Chief Trust Officer, in a statement. “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.”
TikTok says it will implement the new tools “in the coming months,” and that it has joined Adobe’s Content Authenticity Initiative, noting that auto-labeled AI-generated content on TikTok will start slowly, and ramp up over time as other platforms adopt the tech.
The company has also committed to working with Mediawise to create 12 videos over the next year that help users improve their media literacy skills. TikTok will also launch a campaign around AI labeling and misleading AI-created content with help from WITNESS, a human rights and video organization.
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News Summary:
- TikTok Adds Content Credentials Tech to Label AI-Made Video
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