On Thursday, TikTok announced its intention to implement a technology designed to assist in identifying images and videos created by artificial intelligence and shared on its platform. TikTok stated it would integrate “Content Credentials,” a digital marker indicating the method of creation and editing for media content. Spearheaded by Adobe (ADBE.O), this technology is now accessible for other companies to utilize and has already found adoption among platforms like OpenAI, the creator of ChatGPT.
Concerns have been raised by researchers regarding the potential misuse of AI-generated content for misinformation, especially with upcoming U.S. elections. TikTok, already part of a coalition of 20 tech firms committed to combating such misuse, has taken steps to address this issue.
YouTube, a subsidiary of Alphabet’s (GOOGL.O) Google, and Meta Platforms (META.O), owner of Instagram and Facebook, have also announced plans to incorporate Content Credentials.
For this system to function effectively, both the developers of the AI tool generating the content and the platforms distributing it must agree to adhere to the industry-standard protocols. For instance, if someone employs OpenAI’s Dall-E tool to create an image, OpenAI adds a watermark to the resulting image. Upon uploading such a marked image to TikTok, it will be automatically flagged as AI-generated.
