TikTok Rolls Out Toggle to Limit AI-Powered Content in Feed

TikTok, originally a hub for user-created videos, is introducing a new feature that allows users to regulate how much AI-generated content appears in their 'For You' feed. The platform is also deploying more sophisticated technology to label such AI-created content.

This new AI-generated content (AIGC) control is being added to TikTok's "Manage Topics" tool, which helps users curate their feed experience.

"Manage Topics already lets users fine-tune how frequently they encounter content from over 10 categories, such as Dance, Sports, and Food & Drinks," TikTok stated in a blog post. "Similar to these options, the AIGC setting is designed to help users personalize their feed's content mix, not to eliminate or fully replace existing content."

This development aligns with a trend where companies like OpenAI and Meta are introducing dedicated AI content feeds. In September, Meta launched 'Vibes,' a feed for sharing and creating short AI videos. Shortly after, OpenAI debuted 'Sora,' a social media platform centered on AI-generated video creation and sharing.

Since Sora's release, highly realistic AI videos have surfaced on TikTok. Furthermore, many creators on the platform are using AI tools to produce imagery for posts on various topics, from history to celebrity culture.

TikTok explains that with this new control, users who prefer less AI-generated content can reduce its presence, while those who enjoy it can opt to see more.

To access this feature, navigate to Settings, choose "Content Preferences," and then select "Manage Topics." From there, you can adjust sliders for different topics, including AI-generated content, to control how much of it you wish to see in your For You feed.

TikTok says this update will be available to users in the coming weeks.

To enhance its AI content labeling, TikTok is now testing "invisible watermarking" technology.

TikTok already mandates labeling for realistic AI content and utilizes C2PA's Content Credentials, an industry-standard technology that embeds metadata to identify AI-generated material. However, the company notes these labels can be stripped when content is re-uploaded or edited elsewhere.

The new "invisible watermarks" provide an additional safeguard by applying a watermark only detectable by TikTok's systems, making it significantly harder for others to remove.

TikTok will begin applying these invisible watermarks to AI content created with its own tools, like AI Editor Pro, as well as to content uploaded with C2PA's Content Credentials. This aims to ensure more reliable labeling. The platform will continue to read and apply C2PA credentials to AI content generated on its service.

In a related initiative, TikTok announced a $2 million AI literacy fund. This fund will support experts and organizations, such as the nonprofit Girls Who Code, in creating educational content about AI literacy and safety.