Many brands, including Samsung, have been using generative AI to create ads on TikTok without labeling them as AI-generated. Despite TikTok’s ad policies requiring such disclosures, these labels rarely appear, leaving viewers like me unsure if content is produced by AI. This lack of transparency is frustrating because platforms must know when AI is involved but choose not to reveal it publicly. The subtle signs that suggest synthetic creation often go unnoticed by the average user, creating a gap between what viewers detect and what companies disclose.
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