TikTok is bringing an added layer of transparency to its AI–generated videos. The video app has announced a partnership with the Coalition for Content Provenance and Authenticity (C2PA) that will bring auto-generated labels to AI-created content.
The labels are called Content Credentials, and they’ll begin rolling out across the app today. According to a TikTok Newsroom post, Content Credentials will “instantly recognize and label” AI-generated content. The tech is currently available on images and videos, with support for audio-only clips coming “soon.”
TikTok already requires users to identify AI-generated content, and the app’s labels have been used by more than 37 million creators. The Content Credentials will expand the scope of TikTok’s AI documentation while also establishing a standard that can be transferred to other platforms. The app wants users to inspect TikToks — even the ones that get reposted on other platforms — to see if they require Content Credentials.
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Since Content Credentials can keep tabs on AI-generated content as it traverses the social media landscape, the labels will become impactful if platforms other than TikTok adopt them as well. The Newsroom post notes that TikTok is the first video sharing platform to join the Adobe-led Content Authenticity Initiative, which champions Content Credentials.
“At a time when any digital content can be altered, it is essential to provide ways for the public to discern what is true,” said Adobe General Counsel and Chief Trust Officer Dana Rao in a statement. “Today’s announcement is a critical step towards achieving that outcome.”
TikTok competitors like YouTube and Instagram have already introduced AI labeling products of their own, so they will have to decide whether the more universal Content Credentials offer a more complete solution. Other tech companies love to copy TikTok’s features and formats. Now we get to see what they do with a feature TikTok wants them to copy.
