AI-generated labels on TikTok, explained
TikTok's AI-generated label tells viewers that a video contains realistic images, audio or video made or heavily edited with AI. Creators are expected to label such content, and TikTok may add labels automatically in some cases. Check TikTok's current rules for when a label is required.
Why labels exist
AI tools can now create faces, voices and scenes that look completely real. Without a label, viewers may believe a fake clip of a celebrity or a made-up news event is genuine.
Labels help people judge what they are watching. They are about transparency, not about banning creative use of AI.
What the label looks like for viewers
Labelled videos usually show a small note saying the content is AI-generated, often near the caption or username. Tapping it may explain more.
A label does not mean a video is bad or false. It simply tells you that realistic parts were created or changed with AI, so you can watch with that in mind.
When creators should add it
TikTok's rules generally expect creators to label AI-generated content that shows realistic scenes, people or voices. There is usually a toggle for this in the posting settings.
Some content made with TikTok's own AI effects may be labelled automatically, and TikTok has worked with industry systems that detect AI content from other tools. Rules evolve quickly, so check the current guidelines before posting.
Lines you should never cross
Using AI to make someone appear to say or do things they did not, especially to mislead, harass or impersonate, can break TikTok's rules and possibly the law. Labelling does not make harmful content acceptable.
As a viewer, be extra sceptical of shocking clips involving public figures, unlabelled or not. Look for reports from trusted sources before sharing.
Frequently asked questions
Will labelling my video as AI reduce its views?
TikTok has not said that labels reduce reach in general. Not labelling realistic AI content when required can lead to removal, which is worse.
Do I need a label for simple filters or edits?
Usually not for minor edits like colour filters. Labels are mainly for realistic content that has been generated or significantly changed by AI.