A group of 10 companies, including OpenAI, TikTok, Adobe, the BBC, and the dating app Bumble, have signed up to a new set of guidelines on how to build, create, and share AI-generated content responsibly.
The recommendations call for both the builders of the technology, such as OpenAI, and creators and distributors of digitally created synthetic media, such as the BBC and TikTok, to be more transparent about what the technology can and cannot do, and disclose when people might be interacting with this type of content.
The voluntary recommendations were put together by the Partnership on AI (PAI), an AI research nonprofit, in consultation with over 50 organizations. PAI’s partners include big tech companies as well as academic, civil society, and media organizations. The first 10 companies to commit to the guidance are Adobe, BBC, CBC/Radio-Canada, Bumble, OpenAI, TikTok, Witness, and synthetic-media startups Synthesia, D-ID, and Respeecher.
“We want to ensure that synthetic media is not used to harm, disempower, or disenfranchise but rather to support creativity, knowledge sharing, and commentary,” says Claire Leibowicz, PAI’s head of AI and media integrity.