TikTok is launching a new setting that lets users choose how much AI-generated content they want to see in their “For You” feed. The company is also introducing more advanced labeling technologies for AI-generated content.
The new AI-generated content control is rolling out within the app’s “Manage Topics” tool, which lets users choose what they see on TikTok. Manage Topics already enables people to adjust how often they see content related to over ten categories like Dance, Sports, and Food & Drinks. Like those controls, the new setting is intended to help people tailor the diverse range of content in their feed, rather than removing or replacing content entirely.
This move comes as other companies like OpenAI and Meta are embracing AI-only feeds. Meta recently released Vibes, a new feed for sharing and creating short AI-generated videos. A few days later, OpenAI released Sora, a social media platform for creating and sharing AI-generated videos. Since Sora’s launch, realistic AI-generated videos have been posted to TikTok. Many users are also leveraging AI to create visuals for posts about other topics, like history or celebrities.
With the new control, users who want to see less of this content can now dial things down, while those who enjoy it can choose to see more. You can access the new capability by going into your Settings, selecting “Content Preferences,” and then clicking the “Manage Topics” option. There, you can move the slider for different topics, including AI-generated content, to adjust how much you do or don’t want to see that sort of content. This change is rolling out in the coming weeks.
To improve its ability to label AI-generated content, TikTok is now testing a technology called “invisible watermarking.” TikTok already requires people to label realistic AI-generated content and uses a cross-industry technology called Content Credentials from C2PA, which embeds metadata into content. However, these labels can be removed when content is reuploaded or edited on other platforms.
With the new invisible watermarks, TikTok will add another layer of safeguards by using a watermark that only it can read, making it harder for others to remove. TikTok will start adding these watermarks to AI-generated content made with its own tools and to content uploaded with C2PA’s Content Credentials. The company says these watermarks will help it label content more reliably, and it will continue reading and adding Content Credentials to AI-generated content made on its platform.
Related to these efforts, TikTok also announced that it is launching a two million dollar AI literacy fund aimed at experts, like the nonprofit Girls Who Code, to create content that teaches people about AI literacy and safety.