TikTok has announced it will now require content created or significantly altered by artificial intelligence (AI) to have a distinct label.
This move emphasises TikTok's dedication to transparency, but also shows its stance on promoting responsible use of AI, given most users find it hard to distinguish what is real and what is not.
When TikTok users come across a piece of AI content, whether a short form video or an image, there will be a label attached to it – similar to how ads are marked as ‘sponsored’.
Content creators must declare where AI was used or risk the content being deleted and their account potentially suspended.
One of the main drivers of this is the increasing use of ‘deepfakes’, which use AI to create incredibly realistic fake videos. It’s also important where only a small proportion of the video has been changed using AI, but enough to mislead or deceive someone.
The introduction of TikTok’s AI labels is a response to rising anxiety about the potential harms of AI content on social media. Potential repercussions include manipulating public opinion, harming reputations, or even affecting real-world events based on false information.
For example, tools already exist for someone can create a deepfake video of a politician, clone their voice, then have them say something untrue. When combined with social media, where content can quickly go viral, the potential repercussions are huge.
Does the label go far enough? Probably not. Even if users know a video is AI-created or altered, they can still be influenced by its content. In all likelihood, deceptive content won’t just need a label, but outright removal from the platform. But, it’s definitely a step in the right direction.
Despite the potential harm, AI’s introduction has been a huge step forward for social media marketing. When used responsibly, AI delivers create ideas, improves efficiency, help you tell better stories and be more artistic.
Keep up to date with policy changes like this, particularly those related to AI. It’s a fast evolving space so expect similar AI policies from the other platforms soon.
With this move though, TikTok is definitely leading the pack, ensuring AI transparency and encouraging authentic content from creators. Good on them.