With artificial intelligence-generated footage looking more convincing by the day, many critics fear it will become impossible for someone watching a video of a celebrity, a business leader — or worse, a country’s leader — to tell if it’s the real McCoy.
TikTok announced on Good Morning America Thursday that beginning immediately, the social media giant will automatically label AI-generated content when it is uploaded from certain platforms.
The company says it will be the first video-sharing platform to implement so-called Content Credentials technology, an open technical standard providing publishers, creators and consumers the ability to trace the origin of different types of media.
In an interview with ABC News, Adam Presser, TikTok’s head of operations & trust and safety, said, “Our users and our creators are so excited about AI and what it can do for their creativity and their ability to connect with audiences. And at the same time, we want to make sure that people have that ability to understand what fact is and what is fiction.”
To ABC News in August 2023, Adobe’s chief trust officer, Dana Rao, called Content Credentials tech “like a nutrition label for content. It tells you what happened in the image, where it was taken, who made it, and the edits that were made along the way.”
That said, you don’t have to be a tech genius to realize there are plenty of people who gobble stuff down without a glance at the nutrition labels.
And the other concern is the digital watermarks and metadata that can be used to verify a video can also be manipulated or removed, OpenAI has warned.