TikTok launched an AI-labeler to its app last September. The feature aims to mitigate the spread of misinformation using AI-generated videos that might be harmful to users of the app. To strengthen its fight against AI content, TikTok is enhancing its AI labeler tool in partnership with the Coalition for Content Provenance and Authenticity (C2PA).

Content Credentials — TikTok’s automatic laber

TikTok has begun to roll out Content Credentials, the name of its automatic AI content labeler. The labels automatically recognize content that is AI-generated. It checks images and videos that use AI, making it easier for the users to recognize which material is synthetic or not. TikTok says it will also automatically label audio-generated content soon.

“We’re expanding auto-labeling to AIGC created on some other platforms by launching the ability to read Content Credentials, a technology from the Coalition for Content Provenance and Authenticity (C2PA). Content Credentials attach metadata to content, which we can use to instantly recognize and label AIGC,” the statement reads.

Labeler that will influence other platforms

TikTok is the first video-sharing platform to join the Content Authenticity Initiative (CAI) led by Adobe. This will set a precedent for other platforms to improve their authenticity check on the videos shared on their respective platforms. Although other platforms like YouTube and Instagram have launched AI-labelers, adopting Content Credentials will allow more platforms to automatically label more content.

“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,” General Counsel and Chief Trust Officer of Adobe Dana Rao said.

In addition to this automatic AI content labeler, TikTok vows to increase its media literacy campaigns. The company will post 12 videos showing how the AI labeler works and how it can further contextualize content.

This news is another win for users as misinformation and propaganda, so AI-generated content has been link to the spread of misinformation in the past.

Image courtesy: TikTok