TikTok is introducing a feature that allows users to reduce the amount of artificial intelligence-generated content in their feeds. The platform revealed it hosts more than 1 billion AI videos, as the change is tested over the next few weeks before a global rollout.
The move comes amid a surge in AI content online, driven by new video-generating tools such as OpenAI's Sora and Google's Veo 3. In August, The Guardian reported that nearly one in ten of the fastest-growing YouTube channels globally show only AI-generated videos, many of which qualify as 'AI slop' – low-quality, mass-produced content.
Jade Nester, TikTok's European director of public policy for safety and privacy, said: 'We know from our community that many people enjoy content made with AI tools, from digital art to science explainers, and we want to give people the power to see more or less of that, based on their own preferences.'
Users can adjust their AI content exposure by opening the 'manage topic' setting and selecting 'AI-generated content'. Other topics already available for filtering include current affairs, fashion, beauty and dance. TikTok's guidelines require creators to label 'realistic' AI-made content, and the app will now attach an 'AI-made' watermark to content made with its own tools or flagged by the C2PA initiative.
TikTok is also launching a $2 million (£1.5 million) AI literacy fund for organisations like Girls Who Code to create educational content about responsible AI use. The announcement comes as TikTok faces controversy over plans to cut 439 jobs in its London trust and safety team, with unions raising concerns about AI replacing human moderators. Brie Pegum, TikTok's global head of program management for trust and safety, said human moderation will still play a role, but AI helps protect employees by removing distressing content first.
