TikTok Introduces Automatic Labels for AI-Generated Content from Platforms Like DALL·E 3

TikTok has announced a significant update to automatically label AI-generated content created on other platforms. This feature, which will roll out globally over the coming weeks, is designed to inform viewers when a creator shares content made with AI tools, such as OpenAI's DALL·E 3. With this enhancement, any eligible content shared on TikTok will carry an "AI-generated" label, ensuring transparency for the audience.

This initiative is made possible through Content Credentials, a technology developed by the Coalition for Content Provenance and Authenticity (C2PA), co-founded by industry leaders Microsoft and Adobe. By incorporating Content Credentials, TikTok can attach specific metadata to content, allowing the platform to automatically recognize and label AI-generated media.

Currently, TikTok does label content created with its in-app AI effects. However, this new labeling system extends to AI-generated content from other platforms that utilize Content Credentials, including tools like OpenAI’s DALL·E 3 and Microsoft’s Bing Image Creator. Notably, Google has also expressed its commitment to support Content Credentials in the future.

While TikTok has long required creators to disclose AI-generated content, this new labeling mechanism provides an additional layer of clarity and alleviates some responsibility from creators. Over the coming months, TikTok will also be attaching Content Credentials to its own AI-generated creations. The metadata will contain crucial details regarding the content's creation and editing processes, and it will remain with the content even if downloaded. This ensures that content generated on TikTok is properly attributed when shared on other platforms.

Adam Presser, TikTok's Head of Operations and Trust & Safety, emphasized the importance of this initiative: “AI-generated content is an incredible creative outlet, but transparency for viewers is critical. By collaborating with industry peers to label content across platforms, we make it easier for creators to explore AI-generated content responsibly, while simultaneously discouraging harmful or misleading AI-generated content prohibited on TikTok.”

TikTok is positioning itself as a pioneer in this space, claiming to be the first video-sharing platform to implement Content Credentials. It’s essential to note that Meta also announced intentions to utilize the C2PA's solutions for establishing content provenance in February.

In conjunction with this update, TikTok reaffirmed its commitment to preventing the spread of deceptive AI in elections, emphasizing that its policies strictly prohibit any harmful or misleading AI-generated content, regardless of labeling.