Now that small businesses and creators have joined in on using AI to make and edit videos and photos, it may feel like users cannot differentiate between real and bot or AI slop accounts. In response to this, TikTok wants to find better avenues for people to understand when AI has been used and wants fewer spam accounts filling users’ feeds.
The popular “dancing app” has today announced some new educational resources while working with AI specialists as well as updated detection systems for accounts posting AI generated spam. TikTok has also joined the C2PA Steering Committee, which develops technology that helps people identify content generated or edited with a lot of AI.
Businesses using TikTok for marketing should expect to see more transparency around how content is provided and presented to viewers.
What Changes For Businesses And Creators?
TikTok says it wants people to use AI, as they’ve put it, “transparently and responsibly” and the company will be putting more of an effort into teaching users how AI generated content works. The company has launched a beginner’s guide produced with generative AI specialist Henry Ajder and the National Association for Media Literacy Education, better known as NAMLE.
The guide explains that realistic AI images, video or audio showing people, places or events should have an AI generated content label. Content that does not follow those rules may be removed, labelled by TikTok or made ineligible for the For You feed – depending on the circumstances.
TikTok explains its thinking in the guide, saying, “Properly labeling your work isn’t just about following the rules. By helping your audience understand your creative process and that AI forms part of your work, you can build trust with your followers.”
Businesses using AI for marketing may now find content labels becoming a normal expectation whenever realistic AI generated material is found in videos.
How Is TikTok Dealing With AI Spam?
TikTok says AI opens new creative opportunities, although it also makes producing repetitive spam much easier. The platform says it removed more than 86 million fake accounts during just the first three months of this year.
The company will soon begin testing improved detection systems for accounts dedicated to publishing AI generated spam covering politics, financial advice and medical content because these subjects could affect public trust or wellbeing if misleading content spreads.
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Smaller creators and businesses often compete against these huge loads of mass produced content that is uploaded every single day. Fewer automated spam accounts could give original content a better chance of reaching audiences interested in genuine creators.
TikTok says, “Every day we see the amazing ways AI can unlock new storytelling opportunities for our community. However, as this technology evolves, it can also be misused to mass produce spam that crowds out authentic creators.”
Will AI Labels Become The Norm?
TikTok has spent the past two years developing more AI transparency tools for creators and viewers. The company reminded readers that it was, in fact, the first video platform to implement C2PA Content Credentials, technology that identifies content generated or heavily edited using AI.
TikTok says it has labelled more than 3 billion videos using Content Credentials, creator labels and invisible watermarking technology. Joining the C2PA Steering Committee shows continued support for common transparency standards on all digital platforms.
The platform also scans uploaded videos for digital watermarks and other signals connected with AI generated content. When there’s no watermark, creators can add an AI generated label before publishing. Automated systems and human review teams also work together to identify AI content that comes up on feeds without proper labelling.
Businesses producing promotional videos should expect audiences to see AI labels coming up much more often during everyday browsing.
Can AI Still Help Creators?
TikTok continues investing in creative AI tools such as AI Outline, which helps creators organise video ideas before filming. The beginner’s guide also introduces AI Canvas, AI Cast and Tako, TikTok’s AI assistant for discovering content and answering questions.
Education is a very important element of TikTok’s latest announcement and the company says it has committed more than $4 million to its AI Literacy Fund programme. Since November 2025, content produced through supported expert organisations has generated more than 200 million views.
TikTok says, “We know from experts that education is critical to giving people control over their experiences with AI. That’s why we’ve worked with industry partners NAMLE & Henry Ajder to create a new guide that helps our community use AI tools responsibly.”
