Snapchat Stops Recommending Fully AI-Generated Videos In Spotlight

Snapchat has introduced new measures to reduce the visibility of fully AI-generated content in Spotlight, its public short-form video feed, becoming the latest social media platform to address the growing spread of low-quality AI-generated posts.

Under the updated policy, videos created entirely with artificial intelligence will no longer be recommended to users through Spotlight, even when creators clearly disclose that AI was used to produce the content.

The company said the move is designed to keep Spotlight focused on original and authentic creativity while distinguishing between AI-assisted creations and content generated entirely by artificial intelligence.

Snapchat Updates Spotlight Ranking To Prioritise Human-Created Content

Explaining the change, Snapchat said the increasing amount of repetitive AI-generated content across the internet prompted the update.

"As low-quality, repetitive, AI-generated content becomes increasingly common across the internet, we want Spotlight to remain a place where people can discover authentic creativity from real people," the company wrote in an update.

According to Snapchat's revised Spotlight guidelines, its recommendation system will favour content created by people over videos generated entirely by external AI tools.

"Our content ranking algorithm rewards authentic, human-made content over wholly AI-generated content created outside of Snapchat, even when AI-generated content has transparency disclosures," the company's Spotlight guidelines state.

Snapchat Continues Supporting AI Features For Creators

Despite the policy change, Snapchat made it clear that it is not stepping away from artificial intelligence altogether. The platform will continue offering AI-powered features that allow creators to enhance their content rather than generate it entirely with AI.

Over recent years, Snapchat has expanded its AI capabilities with features including AI-powered augmented reality effects and image editing tools. The company said creators remain free to use these and other AI-powered enhancements within their content.

Content created using Snapchat's own AI tools will also continue to display visible watermarks to help users identify AI-assisted media.

Social Media Platforms Tighten Rules Around AI-Generated Content

Snapchat joins a growing list of digital platforms introducing measures to manage the increasing volume of AI-generated material online.

Professional networking platform LinkedIn recently announced it would remove its AI writing feature while giving users the option to report suspected AI-generated spam.

Newsletter platform Substack has also introduced AI detection tools, while Pinterest previously rolled out controls allowing users to reduce the amount of AI-generated content appearing in their recommendations.

As more AI-generated media appears across the web, major platforms are increasingly adjusting their recommendation systems to balance AI-powered creativity with authentic user-generated content.