Snapchat no longer rewards fully AI-generated Spotlight content

Snapchat is the latest company to strengthen its stance against AI slop. The social network platform will no longer reward fully AI-generated videos, as it seeks to prioritize human-made content.

Snapchat announced the update on Friday, stating that its recommendation systems will be adjusted to ensure that only videos created by real people are eligible for Spotlight recommendations.

Snapchat expressed in its blog post that it wants 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.”

However, Snapchat clarified that it’s not completely rejecting AI. Creators can still use its AI creative tools to enhance or edit their content.

This update aligns with Snapchat’s broader efforts to improve Spotlight and shift focus back to original posts that highlight human creativity. In April, the company indicated that users would see less AI-generated content.

As criticism of low-quality AI-generated content (“AI slop”) continues to rise, many companies are revising their policies to deprioritize such material in their algorithms, implement reporting features, or remove certain AI features altogether.

Earlier this month, Meta faced significant backlash over an Instagram feature that allowed users to modify photos from public accounts using AI, leading the tech giant to remove the feature entirely.

Additionally, YouTube has intensified its crackdown on low-quality AI content by clarifying monetization policies, so “inauthentic content” cannot be monetized, including generic, repetitive, or template-based content, and any content featuring AI personas discussing sensitive topics such as health and finance.

In separate news, last month Snapchat implemented new content control measures to protect underage users. Those aged 13 to 15 will only be able to share Spotlight posts with people they follow back, aiming to guard against doxxing.

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Lauren covers media, streaming, apps and platforms at TechCrunch.

You can contact or verify outreach from Lauren by emailing laurenf.techcrunch@gmail.com or via encrypted message at laurenforris22.25 on Signal.

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