Snapchat is taking a stronger stance against low-quality AI-generated content by announcing that it will no longer reward videos created entirely with artificial intelligence on its Spotlight platform.
The company revealed on Friday that it is updating its recommendation system so that only content made by real people will qualify for Spotlight recommendations and rewards. The move is part of Snapchat's broader effort to ensure the platform continues to highlight original creativity instead of content produced entirely by AI.
In a blog post explaining the change, Snapchat said 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."
While the platform is limiting fully AI-generated videos, Snapchat emphasized that it is not abandoning AI altogether. Creators will still be encouraged to use the company's AI-powered editing and creative tools to improve or enhance their content, as long as the final product reflects genuine human creativity.
The latest update builds on Snapchat's ongoing efforts to improve Spotlight and make it a destination for unique, original posts. Earlier this year, the company announced that it would begin reducing the visibility of AI-generated content in users' feeds, signaling a gradual shift toward promoting authentic creator content.
Snapchat's decision comes as more technology companies respond to growing criticism over the spread of what many users describe as "AI slop," a term commonly used for repetitive, low-quality, or mass-produced AI content that floods social media platforms.
Several major platforms have introduced similar measures in recent months. Professional networking platform LinkedIn recently launched a reporting option that lets users flag posts they believe are overly generated by artificial intelligence through a button labeled "seems like AI slop." Publishing platform Substack has also rolled out tools designed to help readers identify newsletters written with AI assistance.
Meta has also faced criticism over its AI features. Earlier this month, the company received backlash after introducing an Instagram tool that allowed users to alter photos from public accounts using AI. Following widespread criticism from creators and users, Meta removed the feature.
Meanwhile, YouTube has tightened its monetization rules by making it clear that "inauthentic content," including repetitive, template-based videos and AI-generated content covering sensitive subjects such as health or finance, will no longer qualify for advertising revenue.
Beyond AI content, Snapchat has also recently introduced new safety measures aimed at protecting younger users. Last month, the platform announced that users between the ages of 13 and 15 will only be able to share Spotlight posts with people who follow them back. The change is intended to reduce privacy risks such as doxxing and give younger users greater control over who can view and interact with their content.
With the latest policy update, Snapchat is making it clear that while artificial intelligence will continue to play a role in content creation, original ideas, personal storytelling, and human creativity will remain at the heart of Spotlight.
