Snapchat has become the most recent entity to reinforce its position regarding AI-generated clutter. The social media platform will cease to reward entirely AI-created videos, as it aims to emphasize content made by humans. 

The update was revealed by Snapchat on Friday, indicating that its recommendation algorithms will be modified to guarantee that only videos produced by actual individuals qualify for Spotlight suggestions.

In its blog, Snapchat articulated its desire for Spotlight to “continue to be a venue where individuals can uncover genuine creativity from real people, as we believe there’s lasting significance in valuing original viewpoints, personal narratives, and the moments that individuals opt to create and share themselves.” 

Nonetheless, Snapchat made it clear that it is not entirely dismissing AI. Creators are still permitted to utilize its AI creative instruments to refine or modify their work.

This alteration coincides with Snapchat’s larger initiatives to enhance Spotlight and refocus on original content that showcases human innovation. Back in April, the firm signaled that users would encounter less AI-generated material.

Amid growing criticism of subpar AI-generated material (“AI clutter”), numerous companies are revising their guidelines to lower the priority of such content in their algorithms, establish reporting functions, or eliminate specific AI features altogether. 

For example, LinkedIn recently rolled out a feature enabling users to click a button labeled “appears to be AI clutter” to report posts perceived as AI-generated. Substack also launched a tool that aids users in identifying AI-written newsletters.

Earlier this month, Meta encountered significant criticism over an Instagram feature that permitted users to alter images from public accounts using AI, prompting the tech giant to completely remove the feature.

Furthermore, YouTube has escalated its efforts against substandard AI content by clarifying monetization guidelines, ensuring that “inauthentic content” cannot be monetized, which includes generic, repetitive, or template-driven content, along with any content featuring AI personas discussing sensitive subjects like health and finance.

In other news, last month Snapchat introduced new content governance measures aimed at safeguarding underage users. Individuals aged 13 to 15 will only be able to share Spotlight posts with users they follow back, seeking to prevent doxxing.