TikTok’s logo is pictured outside the company’s US headquarters in Culver City, California, US, September 15, 2020.

Mike Blake | Reuters

TikTok is starting to automatically tag videos and images made with artificial intelligence, the company announced Thursday.

AI-generated in-app content will now be tagged with Content Identifiers, a digital watermarking technology from Content Origin and Authenticity CoalitionTikTok said in a press release.

“Content identifiers attach metadata to content that we can use for instant recognition and labeling [AI-generated content]TikTok said. “This capability began rolling out today to images and videos, and will soon be available for audio content only.”

TikTok already brands content made with its AI effects in the app and requires creators to label any content they produce that contains realistic AI. This latest move will extend auto-tagging to AI-generated content uploaded from other platforms.

The update comes as lawmakers and experts warn of the threat artificial intelligence could pose to the upcoming 2024 election, fearing an increase in deep-seated fraud and disinformation.

TikTok also announced that it will join the Content Authenticity Initiative, an Adobeled group focused on establishing standards to make the digital production of an image, video or audio clip transparent and traceable throughout the industry.

In February, TikTok was one of 20 leading tech companies that pledged to fight AI disinformation in this year’s election cycle. Microsoft, Meta, Google, Amazon and OpenAI also signed the pact.

TikTok’s future in the US is uncertain after President Joe Biden signed a law in April giving parent company ByteDance nine months to sell the app or face a US ban. TikTok has since sued the US government, claiming the law violates the First Amendment.

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