TikTok made a significant announcement on “GMA” Thursday, revealing that it will now automatically tag Artificial Intelligence-generated content uploaded from specific platforms. In an exclusive interview with ABC News, Adam Presser, TikTok’s Head of Operations & Trust and Safety, emphasized the excitement among users and creators about AI’s potential for creativity and audience connection. However, he also stressed the importance of distinguishing between fact and fiction.
This move makes TikTok the first video-sharing platform to adopt Content Credentials technology, which enables tracing the origin of various media types. Described as a “nutrition label for content,” Content Credentials provide information such as the image’s origin, creator details, and any edits made. Dana Rao, Adobe’s Chief Trust Officer, likened it to a nutritional label, explaining its function during an earlier ABC News interview.
Content Credentials are increasingly being embraced as a standard for certifying digital content. OpenAI recently announced plans to incorporate this technology into images created and edited by DALL.E 3 and intends to extend it to its video-generating Model, Sora. Similarly, products like Adobe Firefly, Photoshop, Express, and Microsoft Copilot are already leveraging this technology to embed metadata into visual content.
TikTok’s rollout of this new labeling feature begins immediately and will be applied globally in the coming weeks. Moreover, Content Credentials will soon be attached to content, persisting even when downloaded, allowing other platforms to access the metadata.
With growing demands to detect AI-generated content, particularly in light of upcoming elections, these measures are seen as important steps in harm reduction. While not foolproof, they aim to facilitate the identification of AI-generated content, contributing to a more trustworthy online environment. Dana Rao emphasized the significance of authenticity, suggesting that content carrying digital nutrition labels may become more valuable to creators and viewers alike.
