Back in September, TikTok rolled out a feature that allowed creators to label AI-generated content. Although the label had to be manually applied to videos, creators were required to flag content that could be mistaken as “real.”

Months later, the company is ramping up its efforts to differentiate AI from real videos. Even though many creators do label their videos, it’s still difficult to identify AI when the content was created using technology outside of the TikTok app.

The platform is now taking matters into its own hands and automatically labeling all AI content. For the effort, TikTok has partnered with the Coalition for Content Provenance and Authenticity (C2PA), an organization that sets standards for combatting online disinformation, while giving platforms the ability to trace a piece of content’s source.

As the “first video sharing platform to implement [C2PA’s] Content Credentials technology,” TikTok will attach metadata to every piece of content posted. The metadata, – data providing information about another piece of data, like where and when it was created – will be able to recognize AI in videos, allowing TikTok to label them.

The app also plans to release videos on media literacy, providing more insight into its efforts to prevent the spread of disinformation.

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