TikTok’s policy for AI ads isn’t working

Samsung, like many companies using generative AI in their advertising, hasn’t placed an AI label on several videos shared through its TikTok accounts, and the fine print doesn’t always contain the answers. | Image by Samsung

I've been struggling to tell whether the ads appearing in my TikTok feeds have been made with generative AI tools. As someone who spends a great deal of time scrutinizing images and videos for the usual "tells" that something was synthetically generated, some of the promotions I've seen have definitely sparked suspicion. For several weeks, I didn't see any examples with the AI disclosure required by TikTok's advertising policies, however, so I had no way of knowing for sure.
What irks me is that someone knows for sure if the content is AI-generated. They're just not telling the rest of us. And if companies that claim to support AI-labelling …
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