TikTok has officially become the first platform to implement content credentials when it comes to AI-generated content on the platform.
The platform has also joined the Coalition for Content Provenance and Authenticity (C2PA)and the Adobe-led Content Authenticity Initiative (CAI) open-source community to help drive mainstream adoption and awareness for Content Credentials – particularly with consumers and creators.
Starting this month, TikTok will begin implementing Content Credentials by automatically labeling any AI-generated content that is uploaded to the platform with Content Credentials attached.
Later this summer TikTok will expand its Content Credentials adoption by attaching Content Credentials to any AI-generated content made with TikTok AI Effects.
This marks a pivotal moment for AI transparency and sends a strong call to action for everyone across industries to support the standard and adopt Content Credentials, particularly as a recent Adobe study found 76% of consumers want to know if the content they are consuming is generated using AI.
Adam Presser, Head of Operations and Trust & Safety at TikTok stated “AI-generated content is an incredible creative outlet, but transparency for viewers is critical. By partnering with peers to label content across platforms, we’re making it easy for creators to responsibly explore AI-generated content, while continuing to deter the harmful or misleading AIGC that is prohibited on TikTok.”
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Dana Rao, General Counsel and Chief Trust Officer, Adobe also mentioned “With TikTok’s vast community of creators and users globally, we are thrilled to welcome them to both the C2PA and CAI as they embark on the journey to provide more transparency and authenticity on the platform. At a time when any digital content can be altered, it is essential to provide ways for the public to discern what is true. Today’s announcement is a critical step towards achieving that outcome.”
