Chinese video-sharing platform Douyin, which is owned by tech heavyweight ByteDance, called on providers of generative artificial intelligence technology on Tuesday to mark their AI-generated content clearly.

Generative AI refers to algorithms trained with huge amounts of data that are able to generate content such as images and text. Their use has surged since the release of ChatGPT.

Douyin said publishers should be responsible for the content generated by AI and mark such content visibly to help users distinguish between virtual and real information.

The use of generative AI technology to create and publish content that infringes on individual portrait and intellectual property rights will be prohibited, the platform added.

Leveraging generative AI technology to create and publish content that goes against scientific common sense or spreads false information and rumors will also be forbidden.

Douyin will provide unified identification capabilities for AI-generated content to help creators mark it properly, the company said.

In April, China's cyberspace regulator unveiled draft measures for managing generative AI services. The Cyberspace Administration of China said providers will be responsible for the legitimacy of data used to train generative AI products, and measures should be taken to prevent discrimination when designing algorithms and training data.