In a rapid turnaround, TikTok and Universal Music Publishing Group (UMG) have shifted from contention to cooperation regarding AI-generated content (AIGC). Just two months ago, UMG voiced serious concerns about TikTok's handling of AIGC. Now, TikTok is taking significant steps to enhance transparency around such content.
TikTok Adopts Content Credentials to Label AI-Generated Content
TikTok has begun using "Content Credentials," a cutting-edge technology from the Coalition for Content Provenance and Authenticity (C2PA), to automatically label AI-generated image and video content created on other platforms. This initiative aims to offer users clarity on what content is AI-generated, promoting greater transparency.
The C2PA, comprising members like Microsoft, Adobe, and the BBC, develops technical standards for verifying content provenance and authenticity. TikTok’s new technology attaches metadata to content, allowing for instant recognition and labeling of AIGC. This rollout, currently applied to images and videos, will soon extend to audio-only content.
Key Features and Implications of Content Credentials
Two notable aspects of this development are:
Exclusion of Audio-Only Content: As of now, Content Credentials are not applied to audio-only content, including music.
Verification, Not Judgment: The C2PA's technology verifies the association and integrity of provenance data without assessing its truthfulness.
This technology enables users to trace the historical reliability of digital assets, providing a tool for checking the authenticity of content.
TikTok's Leadership in Implementing Content Credentials
TikTok prides itself on being the first video-sharing platform to adopt Content Credentials and is urging other platforms to follow suit. The broader adoption of this technology will facilitate more comprehensive labeling of AIGC across the internet. TikTok has already enforced the labeling of AIGC created within its platform for over a year, with more than 37 million creators participating.
The Music Industry's Response and Anticipation
The music industry, especially ASCAP (American Society of Composers, Authors, and Publishers), is keenly watching TikTok's progress. ASCAP CEO Elizabeth Matthews recently highlighted the "fight of the year against TikTok" at the ASCAP Pop Music Awards, thanking UMG for securing better payments for songwriters on the platform. This acknowledgment underscores the importance of fair compensation and transparency in the music industry.
Conclusion
TikTok's proactive steps in labeling AI-generated content mark a significant advancement in digital transparency. As the platform continues to roll out Content Credentials, the music industry and other stakeholders will be closely monitoring its impact. This move not only addresses UMG's earlier concerns but also sets a precedent for other platforms to enhance their content authenticity measures.
