TikTok is introducing a new feature allowing creators to tag their AI-generated content, in a move towards greater transparency. This decision comes as AI's role in content creation grows, and there's a rising demand for clarity on AI's involvement in such content.
TikTok felt the urgency to implement AI labeling as AI-created content might mislead or confuse audiences. While the platform had previously mandated the labeling of synthetic media, like deepfakes, to prevent misinformation, there's a vast spectrum of AI-generated content that blurs the line between reality and fabrication. For such content, users generally prefer knowing if what they're viewing is AI-edited or created.
The newly introduced tool simplifies the process for creators to label their content in line with the synthetic media policy. It also allows them to tag content that's either entirely AI-generated or majorly AI-edited. This labeling feature will be available during video uploads, with no expectation for creators to revisit and label older videos. Once a video is labeled using this tool, a notification will appear below the username indicating the content as AI-generated.
However, TikTok won't penalize creators who don't label their AI content, unless it breaches the synthetic media policy.
Moreover, TikTok is exploring automated detection and labeling of AI content. They're initiating tests for an "AI-generated" tag that would be applied to AI-edited or created content. While the specifics of this detection technology remain confidential to prevent misuse, TikTok is evaluating various detection models and considering partnerships to enhance AI detection.
Other major platforms, like OpenAI and Google, have also announced AI detection features. Instagram is reportedly developing a similar feature, and the EU advocates for AI content labeling to combat misinformation.
In a move towards clarity, TikTok will rename its AI-based effects to include "AI" explicitly. This decision comes after the company faced scrutiny for not disclosing whether its popular Bold Glamor filter used AI or AR (augmented reality). With these changes, users can easily identify AI-powered filters. TikTok's updated guidelines will also encourage Effect House creators to adopt this labeling practice.
In developing these AI labels, TikTok collaborated with its Safety Advisory Councils and industry experts, including MIT’s Dr. David G. Rand. They concluded that the term “AI-generated” is universally understood. The platform will also release educational content to help users grasp AI better.
These updates are part of TikTok's broader efforts to promote AI transparency. Earlier, TikTok committed to the Partnership on AI’s guidelines for responsible AI practices and collaborated with the nonprofit Digital Moment to understand young users' views on AI advancements.
The AI labels are being introduced today, but users might not see them immediately until the full rollout is achieved.
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