TikTok announces new features, including labels for AI content and first-party attribution

TikTok announced two major updates to its platform on September 19. The video app is rolling out labels that will enable creators to identify AI-generated content. Meanwhile, for advertisers, TikTok has introduced first-party attribution metrics that track the full scope of its influence.

As TikTok introduces more AI-driven solutions to its platform, its new labels will help clear up any confusion. The app has updated its community guidelines, which now state that “synthetic media” with “realistic scenes” must be “clearly disclosed.”

Tech expert Matt Navarra first spotted the AI labels about a month before their official arrival. “AI enables incredible creative opportunities, but can potentially confuse or mislead viewers if they’re not aware content was generated or edited with AI,” reads a TikTok Newsroom post introducing the new product. “Labeling content helps address this, by making clear to viewers when content is significantly altered or modified by AI technology.”

TikTok is not the only tech company integrating AI into its creator community. Google recently announced that its AI chatbot Bard will be integrated into multiple facets of its business, including YouTube.

But who needs machines? TikTok wants to remind advertisers about its impact on humans.

Earlier in September, TikTok published a report in which it argued that its impressions are massively undervalued by traditional click-through metrics. Some TikTok users click directly on advertiser links, but others visit search platforms or other social sites before deciding on their purchases.

With its first-party attribution, TikTok is painting a picture of its influence that doesn’t focus entirely on clicks. Its Attribution Analytics platform draws insights by examining the “non-linear customers’ path to purchase.” Meanwhile, it is putting its spin on Mobile Measurement Partners (MMPs) with a Self-Attribution Network that promises to bring more accuracy to conversion tracking.

“TikTok delivers tangible value to businesses, inspiring discovery, product research, and driving actions,” reads a statement from the company. “To help showcase the true value of TikTok, we are excited to launch Attribution Analytics to give advertisers a transparent view of their ad impact.”

More details about TikTok’s attribution philosophy can be found here.