In response to the increasing use of artificial intelligence (AI) in content creation, TikTok has unveiled a new feature to enhance users’ transparency on the platform.
On September 19, the social media giant announced its plans to introduce new tools and technologies that allow content creators to label AI-generated content voluntarily. The company, owned by the Chinese tech firm ByteDance, is also exploring automated methods to automatically identify and label AI-generated content.
TikTok Moves to Improve Transparency
In its announcement, the company said that the decision to launch AI labeling tools stemmed from growing concern surrounding the use of AI in content creation, which could potentially cause confusion or lead to misperceptions among viewers.
In August, TikTok updated its policies to address synthetic media, such as deepfakes, requiring creators to label AI-generated content with realistic images, audio, or video.
The policy also allows the platform to remove undisclosed AI-generated content that appears convincingly real.
According to the company, the labeling helps viewers better understand the content they are consuming and prevents the dissemination of misleading information.
However, the social media platform explained that the challenge arises in cases where AI-generated content falls into a gray area, blurring the lines between reality and artifice. In such instances, increased transparency benefits end users, as they can make informed decisions about the authenticity of the content they are viewing, hence the introduction of the new labeling tools.
TikTok Requires Creators to Label Content Generated by AI
The new tools, which will be introduced later this week, not only streamline compliance with the existing synthetic media policies but also facilitate labeling of any content entirely generated or significantly edited using AI.
The company said that the AI tools will be available to content creators during the video uploading process. TikTok has assured creators that they are not obligated to label their past videos retroactively but are mandated to label their content from now on.
According to the social media platform, when creators use the labeling tool, TikTok displays a clear message under the video indicating that it’s AI-generated. Importantly, TikTok said it will not penalize creators for failing to label AI content that does not fall under its existing synthetic media policy.
TikTok to Begin Testing of Automated AI-generated Content Labels
Starting this week, TikTok plans to begin testing the “AI-generated” labels, which will automatically mark content identified as having been edited or created using AI.
The social media company said it will also change the nomenclature for TikTok AI effects to enhance transparency regarding AI-powered products. Furthermore, the company said it updated its Effect House creators’ guidelines.
In addition to the automatic AI labeling tools, TikTok intends to release educational videos and other resources to help users learn how to use the new AI labeling tools.
“We’re releasing educational videos and resources throughout the coming weeks to help our community learn how and why to use these labels. Over time, we hope they will become another tool that creators and viewers use to share and contextualize content, similar to verified account badges and branded content labels,” the company said.