TikTok ramps up labeling of AI content

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TikTok will ramp up how it handles artificial intelligence (AI) generated content by adding labels to content uploaded from other platforms, the company said Thursday.

The update is part of TikTok’s broader push to combat AI-driven misinformation, our colleague Filip Timotija reported.

To label the content, TikTok is partnering with the Coalition for Content Provenance and Authenticity (C2PA), a project that supplies resources necessary to identify AI-generated content.

TikTok said it will use C2PA’s “Content Credentials” technology, which attaches metadata to content that indicates to users it is AI-generated. The feature is available for both images and videos starting Thursday but will be coming “soon” for audio-only content, according to TikTok’s announcement.

TikTok’s decision comes as other platforms are also aiming to increase transparency of AI on their platforms. Meta, the parent company of Facebook and Instagram, said in February it will start labeling more AI-generated content and remove some that violate its policies.

TikTok already labels content made with tools inside the app.