TikTok, which is a popular app for sharing AI-generated content, is developing a tool to allow content creators and users to know if their content was created with generative AI. The tool could be similar in nature to a disclosure of sponsorship and would help viewers understand the nature of the content that they are watching. It’s not clear if TikTok requires mandatory disclaimers or how it will enforce them for AI-created contents.

TikTok, as well as other social media applications, are being pressed to fight the growing prevalence of AI-generated material on their platforms. Recent “Fake Drake”, where an AI-generated Drake video was created singing a song he didn’t actually sing, highlighted the need for these tools. Such tools could provide more transparency to viewers, as casual listeners might not have been able to tell the difference between artificial and real tunes.

Midjourney, Podcastle and other tools that allow AI-generated sound and image creation are new frontiers for big tech, particularly when it comes down to legality. The idea that AI actors could be modeled after real human talent is a controversial one, and the future entertainment industry remains uncertain.