TikTok creators will now need to disclose AI-generated content

As AI-generated content continues to proliferate, social media platforms are adding guardrails.
Written by Sabrina Ortiz, Editor
TikTok logo on a phone
Dan Kitwood/Staff/Getty Images

If you use social media, you have likely been duped by AI, whether it was the viral Pope Francis photo or a realistic-sounding, AI-generated music collaboration. TikTok's new feature is trying to prevent that situation from happening to users on its platform. 

On Tuesday, TikTok unveiled a new feature that will require creators to label AI-generated content that contains "realistic images, audio, or video" to prevent misleading or confusing viewers, as per the press release.

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Users will be able to toggle an AI-generated label option when uploading a video that includes AI-generated content. When the label is toggled on, viewers will see it on the video in the form of a gray box, which is similar to the one that is displayed when there is a paid partnership. 

Creators are also encouraged to use other forms of display to make the disclosure, such as a sticker or caption. 

TikTok will be releasing educational videos and resources in the coming weeks to promote the feature, and help users understand how to use the labels and what they need to use them.  

TikTok AI generated labels

The short-form video platform doesn't specifically address the consequences of not disclosing AI-generated content. But since non-disclosure would be a violation of community guidelines, it would likely result in the removal of the content from the platform. 

TikTok also announced that it's working on a tool that will automatically label AI-generated content without the need for the creator's intervention. To establish further clarity on its platform, TikTok is going to make sure that all TikTok filters that use AI say the term "AI" in the filter's name. 

"Our goal with these efforts is to build on existing content disclosures -- such as our TikTok effects labels -- and find a clear, intuitive and nuanced way to keep our community informed about AI-generated content," said TikTok in the press release. 

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AI-generated content is so realistic that, in many cases, it is virtually impossible for users to discern between fake and real. This lack of certainty can have significant negative consequences, such as the spread of misinformation. 

Other social media platforms have also been working on measures to address this problem. Instagram is reportedly working on an AI label of its own

Similarly to TikTok, Instagram's label would appear on a post that is AI-generated. Details on who will be responsible for activating the feature and rolling it out are yet to be disclosed. 

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