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TikTok plans to begin marking AI-generated content as technology becomes increasingly widespread

TikTok logo on a phone (Ryan Parker/Getty Images)

TikTok plans to start identifying content made with artificial intelligence that comes from sources outside its own platform to combat misinformation.

According to a statement released Thursday, TikTok acknowledged the creative possibilities of AI but highlighted the potential for confusion or deception among viewers unfamiliar with AI-generated content.

The platform already labels AI-generated content made with its own effects and has required creators to label realistic AI-generated content for over a year.

This move by TikTok reflects a broader trend in the tech industry to implement more safeguards around AI use.

The TikTok logo is displayed on a mobile phone (Tom Burry/Shutterstock)

Meta, for instance, announced in February that it was collaborating on technical standards to identify AI-generated images, with plans to extend this to videos and audio on Facebook and Instagram.

Similarly, Google announced last year its intention to introduce AI labels on YouTube and other platforms.

President Joe Biden’s executive order in October also advocated for digital watermarking and labeling of AI-generated content.

TikTok has partnered with the Coalition for Content Provenance and Authenticity and will utilize its Content Credentials technology. This technology adds metadata to content, enabling TikTok to quickly identify and label AI-generated content. The deployment of this technology began on Thursday for images and videos, with plans to extend it to audio-only content soon.

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