TikTok announced on Thursday that it would start automatically labeling content generated by AI and created on other platforms, making it the first video-sharing platform to implement such a measure.
According to a TikTok statement, the platform will adopt Content Credentials, a technology developed by the Coalition for Content Provenance and Authenticity (C2PA). This technology attaches metadata such as location or creation date to AI-generated content, allowing the platform to recognize and label it instantly.
The Thursday statement specified that this measure would also be applied to content created on "certain other platforms," without specifying which ones. Additionally, this labeling technology will be extended to TikTok videos shared on other platforms, enabling users to see "when, where, and how the content was created or edited."
Furthermore, TikTok announced a partnership with Mediawise to broadcast a series of media education videos throughout the year, along with a separate campaign on AI content labeling and combating misinformation.
Contextually, TikTok already has labeling in place for AI-generated content using its own special effects, a feature introduced last September. This announcement follows a similar initiative by Meta in February to label AI-generated images on Facebook and Instagram, and YouTube's implementation of guidelines in November for removing videos containing AI-generated artist voices.
Finally, TikTok noted that over 37 million content creators had used the special effects labeling tool since September. Concurrently, the platform has also filed a lawsuit against recent legislation requiring ByteDance, its Chinese owner, to sell the app in the United States, alleging a violation of the First Amendment.