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AI-powered deepfake technology has become a major nuisance for content creators, and TikTok appears to be taking serious steps to combat it.

Social media consultant Matt Navarra spotted the platform testing a new optional tool to detect AI-generated content that mimics creators' faces, enabling them to report it directly.

Zachary Kizer, TikTok's US spokesperson, told The Verge that the test is currently limited to a small group of creators in the United States, according to a report by the tech news site, which Al Arabiya Business reviewed.

This puts TikTok on a similar path to YouTube, which has already expanded its identity theft detection tool to include eligible creators over 18 years old, after months of unannounced testing. The platform also expanded similar protections earlier this year to include celebrities and talent agencies.

TikTok's AI identity theft detection tool is optional, but creators who wish to use it must first verify their identity through Jumio. This involves taking a live selfie and scanning an ID card.

According to Kizer, TikTok does not retain identity documents, and facial data is used only to match the creator's features and identify any AI-generated content that may use them without permission.

Once verification is complete, TikTok scans AI-generated content that may include the creator's face or features. If potential matches are found, the creator can review them and report any posts or accounts they believe are impersonating them.

Recent incidents have shown how quickly AI-generated digital replicas can become a source of controversy.

Earlier this month, Meta launched the 'Muse Image' feature, allowing anyone to create AI-generated images using public photos from Instagram, with the feature enabled by default for all accounts. However, backlash was swift, prompting Meta to pull the feature after just three days, acknowledging it did not achieve its intended goal.

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