AI content: what it is, and how to use it.
AI content is an image, a video, a sound or a text produced wholly or largely by an artificial intelligence model. On TikTok, Instagram and YouTube, realistic AI content must be flagged with the platform's labelling tool. In the European Union, the AI regulation has required "deep fakes" to be disclosed since 2 August 2026. For a brand, the simple rule is to state clearly what is generated.
What does AI content mean?
"AI content" means content generated by artificial intelligence. The term covers very different cases. Platforms do not treat them the same way, so it is worth telling them apart.
| Case | Example | Label usually expected? |
|---|---|---|
| Fully generated | A video whose every shot comes from a model, a character who does not exist. | Yes, if it looks realistic. |
| Heavily altered | A real video in which a person says or does something they did not. | Yes. |
| AI-assisted | A script written with the help of AI, automatic subtitles, a colour correction. | Usually not. YouTube lists these among the examples that need no label. |
| Clearly unrealistic | A person riding a unicorn in a fantasy world. | Not on YouTube, which gives it as an example. Check each platform's rule. |
The examples in this table come from YouTube's help page and TikTok's help page.
What kinds of AI content do you see on TikTok and Instagram?
- Characters talking to camera. A generated face speaking to the lens, with a voice and lip sync.
- Vertical fiction series. Short episodes with recurring characters and an ending that makes you want the next one.
- Impossible shots. Other eras, imaginary worlds, settings no camera has ever filmed.
- AI UGC. Spontaneous-style videos performed by a generated character. It is not a real customer: this format must not fake a review.
- Voice-overs and dubbing in several languages.
What are TikTok's rules for AI content?
TikTok asks for realistic AI-generated images, sounds and videos to be labelled. It also encourages labelling any content that is fully or largely generated or altered by AI. The key points of its help page :
- Before posting, under "More options", turn on the "AI-generated content" setting. The label cannot be changed afterwards.
- You can also say so in the video, with text, a sticker or the description.
- TikTok can apply a label automatically if it detects content created or altered by AI.
- According to TikTok, turning on this setting does not affect the distribution of a video that follows its rules.
- Some content showing the likeness of a real person is banned even when labelled, for example a public figure used for a commercial endorsement.
And on Instagram and Facebook?
Meta shows an "AI info" label on Instagram, Facebook and Threads. It appears when Meta detects industry-standard technical signals indicating AI-generated content, or when the author discloses it themselves (Meta, April 2024, updated September 2024). Meta requires this disclosure tool to be used for organic content containing photorealistic video or realistic-sounding audio that was digitally created or altered, and may apply penalties if people fail to do so (Meta, February 2024). For content that was only edited with AI tools, the label is placed in the post's menu.
And on YouTube and Shorts?
YouTube asks creators to disclose realistic generated or altered content, in YouTube Studio under "Altered content". This covers in particular a real person saying or doing something they did not, a real place or event that has been altered, a realistic scene that never happened, or generated music that is the main element of the video. YouTube's help states that disclosure does not limit the audience. Repeatedly failing to disclose can lead to penalties (YouTube help).
| Platform | Where to disclose | Automatic label possible |
|---|---|---|
| TikTok | More options, "AI-generated content". | Yes. |
| Instagram, Facebook | Meta's disclosure tool when posting. | Yes, based on technical signals. |
| YouTube, Shorts | YouTube Studio, "Altered content" section. | Yes. |
What does the EU AI regulation say?
Article 50 of Regulation (EU) 2024/1689 sets transparency obligations. They have applied since 2 August 2026, according to the European Commission.
- For those who publish ("deployers"). Anyone who uses AI to produce a "deep fake" must disclose that the content has been generated or manipulated (art. 50, para. 4). A deep fake is content that resembles existing people, objects, places or events and could pass for authentic (art. 3, point 60).
- For works of fiction. If the content is part of an evidently artistic, creative, satirical or fictional work, it is enough to disclose its existence in a way that does not hamper the display of the work (art. 50, para. 4).
- When and how. The information must be given in a clear and distinguishable manner, at the latest at the time of first exposure to the content (art. 50, para. 5).
- For tool providers. Providers of systems that generate audio, images, video or text must mark this content in a machine-readable format (art. 50, para. 2). For systems already on the market before 2 August 2026, the deadline runs until 2 December 2026 (art. 111, para. 4).
The regulation is European. A Swiss brand distributing in the Union must check whether it applies to it. The Swiss framework is summarised in the guide rights, labelling and quality.
General information, not legal advice. Platform rules change: check each platform's help page before a campaign.
What is good practice for a brand?
- Say it simply. Turn on the platform's label and add a sentence in the caption or the account bio.
- Never fake a real customer. A generated character has bought nothing. It presents, it tells a story, it does not testify.
- No real face or voice without written consent. This applies to an employee, a customer or a public figure.
- The product comes from your files. Shape, colour, label: check every shot before publishing.
- A consistent character. Same face, same voice, same tone from one video to the next. That is the role of an identity bible.
- Story before effect. AI content holds attention when it tells something, not when it merely shows that it is generated.
What does the studio offer for publishing AI content every week?
Ryze AI Studios' always-on content offer is a monthly production for TikTok, Reels, Shorts and LinkedIn. It includes an editorial calendar, tested hooks, ready-to-post videos every week, versions for Meta and TikTok Ads and a monthly report. Options: publishing on your accounts, voices and subtitles in French, English and German, making-of. The offer is quoted on request, see the pricing page.
The studio adds the "AI-generated content" label when regulations require it, and recommends it. To see the series format in real conditions, follow “Toujours”, the studio's own series published on Instagram. Technical terms are explained in the AI video glossary.
Frequently asked questions
What is AI content, in one sentence?
It is an image, a video, a sound or a text produced wholly or largely by an artificial intelligence model, instead of being filmed, photographed, recorded or written entirely by a person.
Do you always need an AI label on TikTok?
TikTok asks for realistic AI-generated images, sounds and videos to be labelled, and encourages the label for any content that is fully or largely generated. Plain TikTok effects do not need one, because their name is displayed.
Does an AI label reduce reach on Instagram or YouTube?
YouTube states that disclosure does not limit the audience, and TikTok says the same about its setting. Meta makes no such commitment in the pages cited. Failing to disclose, on the other hand, can lead to penalties.
Can an AI character advertise a product?
Yes, if it is presented as a character and not as a real customer. It can explain or showcase a product. It must not give a fake purchase testimonial.
Does the EU AI regulation apply in Switzerland?
The regulation is a European Union text. A Swiss company that distributes content in the Union may be affected. Have a lawyer check your case if you distribute outside Switzerland.
Read next
Sources
- Offers and FAQ of Ryze AI Studios, accessed 30 October 2026.
- TikTok, help page on AI-generated content, accessed on 30 October 2026: support.tiktok.com.
- YouTube, "Disclosing use of altered or synthetic content", accessed on 30 October 2026: support.google.com.
- Meta, “Labeling AI-Generated Images on Facebook, Instagram and Threads” (February 2024): about.fb.com.
- Meta, “Our Approach to Labeling AI-Generated Content and Manipulated Media” (April 2024, updated September 2024): about.fb.com.
- Regulation (EU) 2024/1689 on artificial intelligence, Articles 3, 50 and 111: ai-act-service-desk.ec.europa.eu.
- European Commission, code of practice on marking and labelling AI-generated content: digital-strategy.ec.europa.eu.
Last updated: 30 October 2026