TikTok is adding an ‘AI-generated’ label to watermarked third-party content

TikTok already automatically applies an “AI-generated” tag to content on its platform made using TikTok’s AI tools, and that same label will now apply to content created on other platforms. Now, TikTok will detect when images or videos are uploaded to its platform containing metadata tags indicating the presence of AI-generated content and says it’s the first social media platform to support the new Content Credentials.

Support for the Adobe-developed tagging system (which has been added to tools like Photoshop and Firefly) comes as TikTok partners with Adobe’s Content Authenticity Initiative (CAI) as well as the Coalition for Content Provenance and Authenticity (C2PA).

TikTok writes that Content Credentials support will go through a “multi-phase implementation” on the platform. The company’s first step is to begin automatically labeling AI-generated uploads that already contain Content Credentials. The next step is adding the tags to content generated using TikTok’s AI effects that remain in place even if the content is downloaded for posting elsewhere.