TikTok is taking proactive measures to ensure authenticity on its platform by automatically labeling AI-generated content using new Content Credentials technology. This move aims to enhance transparency and help users discern between genuine and AI-created media.
TikTok Implements Auto-Labeling for AI Content

On May 9, TikTok announced its partnership with the Coalition for Content Provenance and Authenticity (C2PA), making it the first media-sharing platform to adopt C2PA’s Content Credentials technology. This technology will automatically label AI-generated content (AIGC) uploaded to TikTok, building on the platform’s existing requirement for creators to label realistic AIGC and content made with TikTok’s own AI effects.
The new auto-labeling feature will initially apply to AI-generated content created on other platforms. Content Credentials technology attaches metadata to such content, allowing TikTok to instantly recognize and label it as AIGC. The rollout of auto-labeling will be gradual, and as more platforms implement Content Credentials, TikTok will be able to label more AI-generated content. Currently, this feature is available for images and videos, with plans to extend it to audio content soon.
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Media Literacy and Combating AI Misinformation
In addition to AI labeling, TikTok has joined the Content Authenticity Initiative led by Adobe, further emphasizing its commitment to content authenticity. Dana Roa, Adobe’s general counsel and chief trust officer, highlighted the importance of providing tools for the public to discern true content in an era where digital media can be easily altered.
TikTok is also rolling out media literacy resources developed in collaboration with MediaWise and Witness. Throughout the year, the platform will release 12 videos focusing on universal media literacy skills and explaining how TikTok’s tools, like AIGC labels, can help contextualize content. This initiative aims to educate users and combat the rise of AI-generated deepfakes.
The increasing sophistication of AI has led to the creation of more realistic content, raising concerns about its misuse. Recently, authorities in Hong Kong discovered a fraudulent cryptocurrency exchange that used AI-generated videos and images of Elon Musk to deceive users. Similarly, a deepfake of Warren Buffett, co-founder of Berkshire Hathaway, showcased the potential for AI to realistically mimic individuals, prompting Buffett to compare the impact of AI on illicit activities to the advent of nuclear weaponry.
Conclusion
TikTok’s introduction of automatic labeling for AI-generated content marks a significant step towards ensuring authenticity and transparency on its platform. By partnering with C2PA and joining Adobe’s Content Authenticity Initiative, TikTok is leading efforts to help users distinguish between genuine and AI-created media. Additionally, its media literacy resources aim to educate the public and mitigate the risks associated with AI-generated misinformation. As AI technology continues to advance, such measures are crucial in maintaining trust and authenticity in digital content.