Key facts
- Snapchat will no longer reward fully AI-generated videos on its Spotlight feature.
- The platform's recommendation systems will be updated to favor content created by real people.
- Snapchat aims to promote authentic creativity, original perspectives, and personal storytelling.
- AI creative tools can still be used by creators for content enhancement and editing.
- This policy change is part of a wider industry trend to deprioritize low-quality AI-generated content.
Snapchat is implementing a new policy to stop rewarding fully AI-generated videos on its Spotlight feature, aiming to prioritize content created by real people. The platform announced on Friday that its recommendation systems will be adjusted to ensure only videos made by humans are eligible for Spotlight recommendations.
Snapchat stated its goal is for Spotlight to "remain a place where people can discover authentic creativity from real people, because we believe there’s enduring value in rewarding original perspectives, personal storytelling, and the moments that people choose to create and share themselves." The company clarified that AI creative tools can still be utilized by creators for enhancing or editing their content.
This update is part of Snapchat's broader strategy to improve Spotlight and refocus on original posts that highlight human creativity. In April, the company had already indicated a reduction in AI-generated content visibility. The move follows increasing criticism of low-quality AI-generated content, often referred to as "AI slop," prompting many companies to revise their policies. LinkedIn has introduced a feature to report AI-generated posts, and Substack offers a tool to identify AI-written newsletters. Meta faced backlash for an AI photo modification feature on Instagram, which it subsequently removed. YouTube has also tightened its monetization policies against "inauthentic content," including AI-generated personas discussing sensitive topics.