Increasingly, users of TikTok (and also other social networks) find themselves faced with videos generated by artificial intelligence, and if some are easily recognisable, others really manage to deceive the human eye. This can also lead to serious consequences: on the Internet there is everything from non-existent cities to celebrities who utter sentences that, in reality, they have never said.
Hyper-realistic videos are circulating on social media, putting a portion of users in difficulty. In fact, not everyone reacts the same way. There are those who immediately recognize the fake video, those who watch them with absolute tranquility and those who, however, believe what they see and are disturbed by it. Given the circumstances, TikTok has decided to take action.
TikTok and videos generated with AI
First, it’s good to remember what the video platform has adopted guidelines very precise: videos generated with artificial intelligence must be published with visible and clear labels, so that users are not misled. Unfortunately, not all creators do this: there are those who remove the watermark or the tags. There are those who eliminate the Sora OpenAI logo, even going so far as to present their video as real.
TikTok, however, values the bond of trust established over the years with its users, therefore it has decided to provide the tools to “protect” themselves. Among the new ones updates launched for the platform there is therefore one aimed precisely at shielding users who wish to do so from videos created with AI. The innovation was presented during the TikTok European Trust and Safety Forum 2025 in Dublin. Essentially, a new setting has been made available that allows users to “hide” artificial footage. This is a filter which, using a label readable only by internal systems, will recognize the video created with AI and hide it, not making it visible in the contents of users who request it.
“At TikTok we believe that if used appropriately transparent And responsibleAI can transform the way people share their creativity, which is why we invest in AI-powered experiences that
create value for our community, while developing transparency tools to identify, create and understand artificially generated content,” the company said in an official statement.