TikTok Announces AI Labelling Tool to Encourage Transparency in Content Creation

In the ever-evolving landscape of content creation, where AI is increasingly playing an important role, TikTok is taking a step toward greater transparency. The popular short-form video platform has announced a new tool that will allow creators to label their AI-generated content.


AI-Generated Content Raises Transparency Concerns


With AI becoming more prevalent in content creation, there is a growing concern that viewers might be misled or confused by AI-generated content. While TikTok had previously updated its policies to require creators to label AI content containing realistic images, audio, or video (such as deepfakes), this new initiative aims to address a broader spectrum of AI-generated content.


TikTok’s New AI Labelling Tool


TikTok’s latest tool is designed to simplify compliance with its existing media policy and enable creators to label any content that has been heavily edited or created using AI. Upon uploading a video, creators will have the option to use the new tool, which will result in a message displayed below the username, indicating that the video has been labelled as AI-generated.

Importantly, TikTok will not penalise creators for failing to label AI content that doesn’t fall under the existing synthetic media policy.


Automatic Detection


In addition to the manual labelling tool, TikTok is actively working on an automatic detection and labelling system for AI-generated content. While the specifics of this technology remain confidential, TikTok has shared its plans to test an “AI-generated” label that will apply to content detected as AI-edited or created.



A Growing Trend Towards AI Labelling


TikTok’s move towards AI labelling aligns with a broader industry trend. Both OpenAI and Google have announced their AI detection capabilities in recent months, while Instagram is reportedly working on a feature to highlight AI-created or edited content. The European Union is also advocating for AI content labelling to combat disinformation.

TikTok is going a step further in transparency by renaming all AI-based effects to explicitly include “AI” in their names. This is a notable shift, as the company previously refrained from disclosing AI involvement in certain filters. Users will now have a clearer understanding of which TikTok filters utilise AI.


Consulting Experts and Promoting Literacy


To ensure the effectiveness and clarity of its AI labels, TikTok consulted with its Safety Advisory Councils and experts such as Dr. David G. Rand from MIT. The term “AI-generated” was chosen for its broad comprehension across different demographics.

Moreover, TikTok plans to roll out educational content and media literacy resources in the coming weeks, empowering users to better understand AI and its role in content creation.


Commitment to Responsible AI Practices


This initiative is part of TikTok’s broader commitment to responsible AI practices. Earlier this year, TikTok joined the Partnership on AI’s Responsible Practices for Synthetic Media, demonstrating its dedication to transparency and responsible innovation. In August, the platform collaborated with Digital Moment to gather insights from young people regarding AI advances online.

The AI labelling feature will begin rolling out today, although it may take some time to be fully implemented across the platform. This step represents TikTok’s dedication to ensuring that viewers are well-informed about the use of AI in the content they enjoy.