TikTok just rolled out a feature everyone’s been quietly wanting. You can now tell the app to show you less AI-generated content.
The new “see less” toggle arrives as social platforms drown in synthetic media. Plus, TikTok’s move follows Pinterest’s recent attempt to combat similar complaints about AI slop overwhelming real content.
The New Control That Actually Matters
TikTok’s adding the option to its “manage topics” settings in the coming weeks. The feature lives where you already customize what appears in your For You feed.
Here’s how it works. You flip the toggle. The algorithm adjusts. Your feed should surface fewer AI-generated videos over time.
But there’s a catch. TikTok admits its detection methods aren’t perfect. So some AI content will slip through regardless of your preferences.
Currently, the platform hosts over 1.3 billion videos with AI labels. That’s a massive volume of synthetic content competing for attention. And that number keeps growing daily.
Detection Gets Smarter With Invisible Watermarks
TikTok relies on Content Credentials today. This system adds metadata to AI-generated content when creators upload it.
However, this approach has obvious weaknesses. When someone edits an AI image in another app, the metadata often disappears. When viral content gets copied and reshared across platforms, those signals vanish entirely.
So TikTok’s testing something different. They’re experimenting with invisible watermarking technology that embeds undetectable markers into AI content.
These invisible watermarks survive editing and resharing. Only TikTok’s systems can read them. That makes removing the markers significantly harder for bad actors.
The company hasn’t shared a timeline for when this technology will launch. But testing is already underway behind the scenes.
Why This Matters Beyond TikTok
Social platforms face a fundamental problem right now. AI tools make content creation effortless. That floods feeds with synthetic media that crowds out authentic human creativity.
Pinterest hit this wall first among major platforms. Users complained loudly about AI-generated images dominating search results and recommendations. The company responded with similar controls to reduce AI visibility.
Now TikTok follows suit. Other platforms will likely implement comparable features soon. Because users clearly want the option to escape the AI deluge.
Moreover, this shift reveals something important. Platforms are acknowledging that unlimited AI content creates poor user experiences. The technology might be impressive. But nobody wants their entire feed filled with synthetic videos.
The Bigger Picture on Content Moderation
This update highlights ongoing challenges with content labeling at scale. TikTok requires creators to mark AI-generated videos. But enforcement relies largely on the honor system.
Bad actors can simply skip labeling their AI content. Others might not realize their edited videos count as AI-generated under platform rules. And some AI tools don’t trigger TikTok’s detection systems at all.
That’s why invisible watermarking matters so much. It shifts detection from creator compliance to automated systems. The platform can identify AI content regardless of whether creators label it properly.
Still, no detection system works perfectly. False positives will happen. Some authentic content might get flagged as AI-generated. And sophisticated users will eventually find ways to strip invisible watermarks too.
What This Means for Creators
If you create authentic content, this change helps you. Your videos will stand out more to users who opt out of AI recommendations.
But if you rely on AI tools, you’ll face tougher competition for views. Users actively choosing to see less AI content means smaller potential audiences for synthetic videos.
That doesn’t mean AI tools are banned or stigmatized. TikTok isn’t punishing AI creators. The platform simply gives viewers more control over what they consume.
Creators should consider this shift when planning content strategies. Authentic, human-created videos might gain advantage as more users adjust their feed preferences.
The Control You’ve Been Wanting
TikTok’s new feature won’t solve every problem with AI content. Detection remains imperfect. Some synthetic videos will still appear in your feed.
Yet this represents meaningful progress. You finally get a say in how much AI content dominates your daily scrolling. That’s a win for user agency on social platforms.
And it signals something important. Platforms are listening when users complain about being overwhelmed by synthetic media. Expect similar controls to spread across other apps soon.
Your feed might actually feel more human again. That’s worth celebrating in an era where AI-generated content threatens to consume everything.
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