TikTok is stepping up its game to ensure authenticity on its platform. They’ve introduced a new technology called Content Credentials. This means that whenever AI-generated content is posted, it’ll automatically be tagged.
The popular video-sharing platform made the announcement on May 9th. They’re teaming up with the Coalition for Content Provenance and Authenticity (C2PA). TikTok will be the first among media-sharing platforms to use this technology.
For more than a year, TikTok has been asking creators to label realistic AI-generated content (AIGC) and anything produced with its own AI effects. Now, there’s a new update. The platform will automatically label AIGC made on other platforms.
This is due to the Content Credentials technology. It adds extra info to content, helping TikTok identify and label AIGC right away.
Starting with the slow automatic labeling of AIGC
The amount of AIGC automatically labeled on TikTok will grow slowly at first. However, once other platforms start using Content Credentials to add metadata, TikTok will be able to label even more content.
Currently, this feature will only work for images and videos, but it will soon be extended to audio.
TikTok takes a bold step for transparency! 🚀 They're rolling out a feature to label AI-generated content, helping users spot what's real and what's AI-assisted.
Will this move curb misinformation effectively? #AI #SocialMediaTransparency pic.twitter.com/MhdODGzdJ1
— Yair Kivaiko (@kobaiko) May 9, 2024
TikTok has also become a part of the Content Authenticity Initiative, led by Adobe. Dana Roa, Adobe’s General Counsel and Chief Trust Officer, emphasized the importance of helping people distinguish what is real in a world where digital content can easily be changed, as reported by the TikTok newsroom.
“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. “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 to introduce media literacy resources
Alongside AI labeling, TikTok plans to introduce media literacy resources. These were created in collaboration with MediaWise and Witness. They aim to publish twelve videos this year. These videos will focus on essential media literacy skills.
It will also be shown how tools like AIGC labels on TikTok can give more context to content. This move is in response to ongoing advancements in AI technology. As AI gets better at creating realistic content, the risk of AI-generated deepfakes increases.
On May 8th, officials in Hong Kong uncovered an illegal cryptocurrency exchange. This exchange had falsely claimed a link to Elon Musk by sharing AI-generated videos and images of him on its website and social media, according to Cointelegraph.
Just a few days earlier, Warren Buffett, co-founder of Berkshire Hathaway, expressed concern about AI’s role in illegal financial activities. He compared its impact to the arrival of atomic bombs and nuclear weapons.
Buffett’s remarks followed the creation of a deepfake video of himself. The video convincingly imitated his appearance, mannerisms, and speech.
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