Creativity with AI-generated content (AIGC) has been a recent hot topic with TikTok starting to automatically label AI-generated content (AIGC) when it’s uploaded from certain other platforms. To take further measures, the social networking platform has partnered with the Coalition for Content Provenance and Authenticity (C2PA) and becoming the first video sharing platform to implement their Content Credentials technology – helping the community navigate AIGC and misinformation online with new media literacy resources and expertise.
Investing in transparency as AI evolves
AI enables incredible creative opportunities, but can confuse or mislead viewers if they don’t know content was AI-generated. Labeling helps make that context clear—which is why we label AIGC made with TikTok AI effects, and have required creators to label realistic AIGC for over a year.
Partnering with the industry to label AIGC
TikTok is expanding auto-labeling to AIGC created on some other platforms by launching the ability to read Content Credentials, a technology from the Coalition for Content Provenance and Authenticity (C2PA). Content Credentials attach metadata to content, which we can use to instantly recognize and label AIGC. This capability started rolling out today on images and videos, and will be coming to audio-only content soon.
Over the coming months, social content will be will be attached with Content Credentials to TikTok content, which will remain on content when downloaded. That means that anyone will be able to use C2PA’s Verify tool to help identify AIGC that was made on TikTok and even learn when, where and how the content was made or edited. Other platforms that adopt Content Credentials will be able to automatically label it.
Driving industry adoption
To help drive Content Credentials adoption within our industry, TikTok is joining forces with Adobe-led Content Authenticity Initiative (CAI). TikTok is the first video sharing platform to put Content Credentials into practice.
“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. 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.” – Dana Rao, General Counsel and Chief Trust Officer, Adobe
Advancing media literacy
While experts widely recommend AIGC labeling as a way to support responsible content creation, labels can often cause confusion. TikTok will be working with experts to develop media literacy campaigns that can help our community identify and think critically about AIGC and misinformation. As example, MediaWise is programme that highlights universal media literacy skills while explaining how TikTok tools like AIGC labels can further contextualize content.
