Snapchat announced on Friday that it is adjusting its recommendation systems so that videos created entirely by artificial intelligence will no longer be eligible for Spotlight recommendations. The company said this change is intended to ensure Spotlight highlights content created by real people.
In a blog post, Snapchat said it wants Spotlight to remain a place where users can discover authentic creativity from real people, arguing that original perspectives, personal storytelling and user-created moments have lasting value. At the same time, the company clarified it is not banning AI outright: creators may continue to use Snapchat's AI creative tools to edit or enhance their videos.
The update is part of Snapchat's broader effort to shift Spotlight back toward original posts that showcase human creativity. It follows an April statement from the company that users would see less AI-generated content on the platform. The move also responds to growing criticism of low-quality, machine-generated material often labeled "AI slop."
Industry context and similar measures
Several other technology companies have taken steps to reduce the visibility or impact of low-quality AI-generated content:
- LinkedIn introduced a reporting option labeled “seems like AI slop” for posts that appear to be AI-generated.
- Substack released a tool to help readers identify newsletters written by AI.
- Meta removed an Instagram feature after backlash; the feature had allowed users to modify photos from public accounts using AI.
- YouTube tightened its monetization rules, clarifying that “inauthentic” content — including generic, repetitive, or template-based material — is not eligible for monetization, and that content featuring AI personas discussing sensitive topics such as health and finance will face restrictions.
Related Snapchat safety changes for minors
Separately, Snapchat recently implemented new content controls aimed at protecting underage users: 13- to 15-year-olds can now share Spotlight posts only with accounts that follow them back. The restriction is designed to reduce risks such as doxxing and to limit the exposure of younger users.
Snapchat's latest policy refocuses Spotlight on human-made creativity while still permitting AI as a supportive tool rather than a replacement for original content.
