TikTok is rolling out two major features. The first feature is a content labeler that helps identify AI-generated content. The second is first-party attribution metrics for the platform’s advertisers. 

TikTok and its AI tools 

Many AI-generated content has been used to spread misinformation on the platform. To combat this problem, TikTok is demanding creators label AI-generated content using its new tool. A month ago, social media consultant Matt Navarra shared a glimpse of this AI labeler, which can be found in the app’s toggle. 

According to the TikTok Community Guidelines, any AI content that shows any realistic scenes should be disclosed. This includes content that shows the likeness of a private individual or the use of a public figure’s image for endorsements. TikTok classifies “synthetic media” as “content created or modified by AI technology” and “realistic scenes” as “fake people, places or events that look like they are real.”

First-party attribution metrics

To gain a better insight into consumer behavior when browsing products on the platform, the platform is rolling Attribution Analytics. It is a first-party attribution metric that measures the conversions of ads that are not captured by traditional measurement tools. This tool lets the advertisers know the “non-linear customers’ path to purchase.”

According to TikTok, users take inspiration from the ads they see on the platform but continue their purchase later to not disrupt their browsing behavior. Using Attribution Analytics, specifically its Performance Comparison feature, advertisers can visualize the conversion in different time windows. 

“Having visibility into extra click-through and view-through event data has made it easier to prove TikTok’s value and scale our clients’ campaigns,” Senior TikTok Strategist Thomas Carter said. You can read more about this new feature here