Snapchat’s Spotlight algorithm now favors human-made videos over AI-generated ones

Snapchat has announced modifications to its Spotlight algorithm, shifting its focus towards human-made videos rather than AI-generated content. The company's recommendation system will now give priority to videos created by actual creators, while fully AI-generated submissions will no longer be monetized on Snapchat's public feed for vertical content.

This change applies even if AI usage is disclosed, as Snapchat prioritizes human-made content over AI content regardless of transparency labels. However, Snapchat isn't completely eliminating AI from its platform. Videos edited or enhanced using Snapchat's own AI creative tools will still be eligible for recommendation, and these will be clearly marked to show where AI played a role.

Snapchat notes that the number of unique Spotlight contributors increased by over 120% compared to last year, indicating that people are increasingly opting for original content creation. The platform's move comes as many other social media channels tighten their AI policies, aiming to enhance the viewing experience and ensure that creators who invest time and effort have a better chance of reaching an audience.