A still from a video created using Sora, the AI platform being developed by OpenAI, which recently joined the Coalition for Content Provenance and Authenticity. Industry’s digital watermarking scheme will add to existing safeguards on TikTok’s own tools
TikTok will flag users who upload artificial intelligence-generated content (AIGC) to the video-sharing site from other platforms, the company says, becoming the first big video site to automatically label such content for users to see.
Content created using TikTok’s own AI tools is already automatically marked as such to viewers, and the company has required creators to manually add the same labels to their own content, but until now they have been able to evade the rules and pass off generated material as authentic by uploading it from other platforms.
Now, the company will begin using digital watermarks created by the cross-industry group Coalition for Content Provenance and Authenticity (C2PA) to identify and label as much AIGC as it can.
“AI enables incredible creative opportunities but can confuse or mislead viewers if they don’t know content was AI-generated,” said Adam Presser, the head of operations and trust and safety at TikTok. “Labelling helps make that context clear – which is why we label AIGC made with TikTok AI effects , and have required creators to label realistic AIGC for over a year.” The Content Credentials watermark leads to labelling by platforms belonging to the C2PA coalition. The labelling goes both ways: TikTok will also begin to apply the same digital watermarking technology, called Content Credentials, to content downloaded from its own platform, which will let other platforms identify “when, where and how the content was made or edited”, Presser said.
But the ability to label generated content is limited to that created by other platforms that are also members of C2PA. That includes most major players in AI, such as Microsoft, Google and Adobe.
Until this week, it did not count OpenAI among its membership, but the research lab joined the steering committeeon Tuesday. It had already started to use the Content Credentials technology earlier this year, and plans to include it in its video-creation AI, Sora […]
TikTok to auto-flag AI videos – even if created on other platforms
