TikTok plans to start labelling images and video uploaded to its video-sharing service that have been generated using artificial intelligence, it said on Thursday, using a digital watermark known as Content Credentials.
Researchers have expressed concern that AI-generated content could be used to interfere with U.S. elections this fall, and TikTok was already among a group of 20 tech companies that earlier this year signed an accord pledging to fight it.
The company already labels AI-generated content made with tools inside the app, but the latest move would apply a label to videos and images generated outside of the service.
"We also have policies that prohibit realistic AI that is not labeled, so if realistic AI (generated contents) appears on the platform, then we will remove it as violating our community guidelines," Adam Presser, head of operations and trust and safety at TikTok, said in an interview.
The Content Credentials technology was spearheaded by the Coalition for Content Provenance and Authenticity, a group co-founded by Adobe (ADBE.O), opens new tab, Microsoft (MSFT.O), opens new tab and others, but is open for other companies to use.
It has already been adopted by the likes of ChatGPT creator OpenAI.
YouTube, owned by Alphabet's (GOOGL.O), opens new tab Google, and Meta Platforms (META.O), opens new tab, which owns Instagram and Facebook, have also said they plan to use Content Credentials.
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