Vimeo Teams Up with YouTube and TikTok to Introduce New AI Content Labels

Vimeo is taking a significant step in promoting transparency by joining TikTok, YouTube, and Meta in requiring creators to label AI-generated content. On Wednesday, the video hosting platform announced that creators must now inform viewers when their content is created or altered with artificial intelligence.

The recent updates to Vimeo’s terms of service and community guidelines aim to clarify the distinction between real and AI-generated or manipulated videos. As generative AI tools evolve, this move becomes increasingly important in helping viewers discern between authentic and synthetic content.

While Vimeo does not require labels for clearly unrealistic content—such as animation or videos enhanced with obvious visual effects—creators must label any content that misrepresents reality. This includes any video depicting a celebrity incorrectly or showing altered footage of actual events. Furthermore, AI labels will be automatically applied to videos that utilize Vimeo’s AI tools, which include features that remove long pauses or interruptions in speech.

Creators will notice a new distinct label appearing at the bottom of their videos, indicating their voluntary disclosure of AI usage. When they upload or edit a video, they can check a box to specify whether AI was used for audio, visuals, or both.

Currently, labeling falls to creators, but Vimeo is actively developing an automated system to independently detect and tag AI-generated content. In a blog post, CEO Philip Moyer expressed the company’s goal: “Our long-term ambition is to create automated labeling systems that accurately identify AI-generated content, enhancing transparency while easing the burden on creators.”

Since joining in April, Moyer has emphasized Vimeo’s commitment to safeguarding user-generated content from AI exploitation. He reassured users that Vimeo prohibits the training of generative AI models on videos hosted on its platform. In a similar vein, YouTube’s CEO Neal Mohan has stated that using platform content to train AI models, including OpenAI’s Sora, violates its terms of service.

By prioritizing transparency in AI usage, Vimeo strives to foster a more trustworthy environment for creators and viewers alike.