Snapchat cracks down on AI-generated videos in Spotlight
Snapchat announced it will no longer recommend fully AI-generated videos in its public Spotlight feed, aiming to preserve authentic creativity from real people. The company says this is not a rejection of AI, but a preference for human-made content.
Snapchat has become the latest platform to take action against the growing wave of AI-generated content. The company said it will stop recommending "wholly AI-generated videos" in Spotlight, its public feed for short-form videos. The move is designed to prevent low-quality, repetitive AI slop from cluttering the feed, while keeping Spotlight as a place where users can discover genuine creativity from real people.
Under the updated Spotlight guidelines, the ranking algorithm will reward authentic, human-made content over AI-generated material created outside Snapchat, even if the creator has disclosed the use of AI. This means that even transparently labeled AI videos will not be promoted in recommendations.
Snap emphasized that the new rules are not meant to reject AI entirely. The company has introduced several AI-powered features in recent years, including augmented reality effects and image editing tools. Creators are still allowed to use these effects and other AI tools to "enhance" their content, but anything produced with Snapchat's own AI tools gets a visible watermark.
Other social platforms are also adapting to the flood of AI content. LinkedIn, which had previously touted its internal AI-writing tool, recently announced it would remove that feature and let users report potential slop. Newsletter platform Substack added an AI detection feature, while Pinterest said last year it would allow users to dial down AI-generated material in their recommendations.
