Snapchat is the latest platform to turn against AI slop

Snapchat is joining the fight against AI-generated content dominating social media. On July 31, the company revealed that AI-generated videos will no longer qualify for recommendation in Spotlight, its feed for trending creator-created videos. This policy does not prevent users from posting AI-generated videos on Snapchat; it also does not ban every video involving AI.

Creators can still use Snapchat's AI tools to edit or enhance their original footage, which will remain eligible for Spotlight recommendations with transparency indicators. Snapchat is drawing the line between AI-assisted creation and entirely generated content. The company states that it wants Spotlight to remain a platform for authentic creativity from real people.

Keeping AI-generated videos out of Spotlight is crucial because recommendations allow a creator's work to reach new audiences. Removing that distribution makes Spotlight less valuable for automated content farms that can produce synthetic videos at scale. Snapchat has acknowledged the challenge of identifying wholly AI-generated videos, stating that no detection system is perfect.

Other platforms, such as LinkedIn, Substack, and YouTube, are also reconsidering their approaches to AI-generated content. LinkedIn is adding tools to report AI-generated posts, Substack introduced an optional AI-detection feature, and YouTube prohibits inauthentic content from being monetized. TikTok is giving users control over the amount of AI-generated content they see in their feeds.

Snapchat's decision comes at a time when Meta envisions a future where AI-generated content becomes a significant part of its social media offerings.