Snapchat announced on Friday that it will stop rewarding fully AI-generated videos on its Spotlight platform, joining a growing list of social networks tightening their rules against low-quality AI content, often described as “AI slop.” The company said its recommendation systems are being adjusted so that only videos created by real people are eligible for Spotlight recommendations, a major shift for a feed that has leaned heavily on viral clips.
In a blog post, 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.”
The change does not amount to a complete ban on AI. Snapchat clarified that creators can still use its AI creative tools to enhance or edit their content. The update extends Snapchat’s broader effort to improve Spotlight and refocus on original posts, after the company said in April that users would see less AI-generated content in their feeds.
The announcement lands as criticism of AI slop mounts across the industry. LinkedIn recently launched a feature that lets users tap a button labeled “seems like AI slop” to report posts that appear to be AI-generated. Substack introduced a tool to help readers identify AI-written newsletters. Earlier this month, Meta removed an Instagram feature that let users modify photos from public accounts using AI after a wave of backlash.
YouTube has also tightened its rules. The video platform clarified that “inauthentic content” cannot be monetized, including generic, repetitive or template-based content, as well as content featuring AI personas discussing sensitive topics such as health and finance. The shift is part of a broader industry recalibration as platforms that once embraced generative AI tools now work to preserve the human-created content that keeps audiences engaged.
Snapchat has been moving on several fronts to reshape Spotlight. Last month, it introduced new content controls aimed at protecting underage users, restricting those aged 13 to 15 to sharing Spotlight posts only with people they follow back, a measure intended to guard against doxxing.
For creators, the practical effect of Friday’s change is that fully AI-generated videos will lose the distribution boost that Spotlight recommendations provide, while hybrid content that uses AI for enhancement or editing remains eligible. Snapchat’s stance reflects an industry-wide bet that authentic, human-made content retains enduring value with users, even as generative AI tools become cheaper and more powerful.
The company did not say how it will detect fully AI-generated videos or how quickly the new rules will take effect, but it said the adjustments to its recommendation systems are now underway.
Sources: TechCrunch, Snapchat Newsroom, YouTube inauthentic content policy.
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