TikTok launches AI content labelling, media literacy initiatives

Video-sharing app TikTok has announced significant advancements in artificial intelligence (AI) transparency and media literacy as it commits to provide safe and responsible content creation platform. 

TikTok has collaborated with Coalition for Content Provenance and Authenticity (C2PA) and is set to become the first video-sharing platform to utilise Content Credentials technology to automatically label AI-generated content when uploaded from various platforms.

Keeping in view the potential challenges posed by AI-generated content, the video-sharing app has implemented a robust system to enhance transparency.

The initiative includes the automatic labeling of all AIGC using TikTok’s proprietary AI effects. Over the past year, more than 37 million creators have benefited from TikTok's innovative labeling tools, promoting a clear understanding of content origins.

It will soon extend the Content Credentials to all its content, allowing the metadata to remain with the content even when downloaded. Through this feature, users and external platforms will be allowed to verify the authenticity of the content.

Educational campaigns

TikTok, in partnership with MediaWise and WITNESS, is also launching a series of educational campaigns aimed at enhancing media literacy. These initiatives are designed to empower users to critically assess online information, distinguishing between genuine and misleading AI-generated content.

Commending TikTok's efforts, Adobe's General Counsel and Chief Trust Officer Dana Rao said: "With TikTok’s vast community of creators and users globally, their involvement in both C2PA and CAI is pivotal. In today’s digital age, ensuring content authenticity is crucial. This partnership marks a significant step towards that goal."

Alex Mahadevan, director of MediaWise, expressed enthusiasm about the partnership: "Since launching our Teen Fact-Checking Network on TikTok in 2019, we’ve seen significant engagement. We are excited to further empower people to discern fact from fiction online through these new initiatives," he said.