AI disclosure

AI disclosure is the practice of labelling content as AI-generated or AI-assisted — sometimes required by platform policy (Meta, TikTok, LinkedIn), sometimes adopted voluntarily as a brand-trust signal.

Platform policies vary. Meta requires labels on content that is "made or significantly altered by AI"; TikTok requires labels on synthetic media depicting real people or events; the EU AI Act requires disclosure on certain generated content. The threshold for "significantly altered" is widely interpreted — captions usually fall below it; deepfake-style video of real people clearly above it.

Beyond platform requirements, brands face a strategic decision: disclose AI use as a transparency signal, or treat AI as a tool that doesn’t require disclosure (the same way a CMS doesn’t). Different audiences react differently; the right answer depends on the brand’s positioning around authenticity.

Getting disclosure policy wrong has two failure modes: regulatory risk (under-disclosure) and brand-trust risk (perception of being hand-wavy about AI use). Tools that auto-tag where required and stay silent where not are the cleanest operationally.