TikTok has joined the Adobe-founded Content Authenticity Initiative (CAI) and the Coalition for Content Provenance and Authenticity (C2PA). The social media platform will start labeling AI-generated content uploaded to its platform with Content Credentials, making it the first social media platform to do so. Content Credentials provide information such as the creator's name, device used, date and time of creation, access to original content, and edit history, including whether AI was used. This helps establish levels of authenticity with viewers.
According to Adobe's Future of Trust Study, a majority of consumers find it difficult to verify the trustworthiness of online content and deem it important to know if the content they see online is AI-generated. The study suggests an urgent need for proactive measures to address misinformation's potential impact on election integrity.
The fight against deepfakes requires a two-pronged approach: education about the potential deceptive use of AI-generated content and the tools available to identify trustworthy content, and policy solutions to ensure the restoration of trust in online content. Adobe sees the collaboration with TikTok as a significant step in this journey.
