TikTok has announced to label all videos based on Artificial Intelligence (AI) technology.
Videos produced by TikTok’s own AI tools are already labeled as such, but now videos produced by other platforms will also be digitally watermarked.
TikTok executive Adam Presser said that AI technology has created amazing creative opportunities, but it can also mislead viewers.
Labeling AI content will let users know that these videos are not real, he said.
He said that digital watermarking technology called Content Credentials will help to know when a content was created or edited with the help of AI technology.
AI content labeling aims to prevent misleading content on social media platforms.
Earlier in April, Meta announced that from May 2024, all photos and videos based on AI technology posted on Facebook, Instagram and Threads will be tagged.
According to the company, all AI-generated content will be labeled, however, AI-generated images or videos will be deleted only when found to be in violation of policies.
Other social media apps are not doing anything special in this regard.
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**Interview with Adam Presser, TikTok Executive**
**Editor:** Adam, thank you for joining us today. TikTok has recently announced that it will label videos modified by external AI tools. Can you explain the motivation behind this decision?
**Adam Presser:** Absolutely. While AI technology has opened up incredible creative possibilities for users, it also carries the risk of misleading viewers. We’re committed to transparency, and labeling AI-produced content allows users to understand the nature of what they’re viewing—making it clear that not everything is ‘real’ in the traditional sense.
**Editor:** That’s an interesting point. How do you see this affecting user trust on the platform?
**Adam Presser:** We believe transparency breeds trust. By clearly indicating which videos have been created or modified by AI, we empower our users to make informed decisions about the content they consume. It’s about creating a safer environment where creativity and authenticity can thrive side by side.
**Editor:** You mentioned the digital watermarking technology called Content Credentials. How does it work, and how will users interact with it?
**Adam Presser:** Content Credentials is designed to give users information about the origins of content—whether it’s been generated or edited using AI. When they see a label, they can click on it to get more details about the video’s creation process. This way, we hope to enhance the overall awareness surrounding AI-generated content.
**Editor:** With Meta also rolling out similar measures on Facebook and Instagram, do you see this becoming a standard across social media, or do you think TikTok is leading the way in ensuring content transparency?
**Adam Presser:** I think it’s essential for the entire industry to adapt to these changes. As AI technology continues to evolve, all platforms will need to take responsibility for how their users engage with content. We’re proud to be at the forefront of this movement, but it’s a conversation we need everyone to be a part of.
**Editor:** Lastly, what do you think the general public’s reaction will be to this new labeling system?
**Adam Presser:** That’s an excellent question. I believe it will spark debate. Some users may appreciate the added transparency, while others might feel it limits creativity. It’s crucial for us to listen to our community and understand their perspectives as we navigate this new landscape together.
**Editor:** Thank you, Adam, for sharing your insights.
**Question for Readers:** Do you think labeling AI-generated content will enhance trust in social media platforms, or do you believe it might hinder creativity and expression? Join the debate in the comments below!
