TikTok is giving users the power to reduce the amount of artificial intelligence-made content on their feeds, as it revealed the platform hosts more than 1bn AI videos. The change, which is being tested over the next few weeks before a global rollout, comes as new video-generating tools such as OpenAI’s Sora and Google’s Veo 3 have spurred a surge in AI content online.
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 will be able to adjust their AI content exposure by opening the “manage topic” setting and choosing “AI-generated content”.
TikTok, which revealed the change at its annual European trust and safety forum in Dublin, said there are now 1.3bn videos on its platform labelled as AI-generated. Overall, more than 100m pieces of content are uploaded to TikTok every day, making AI content a small part of its overall inventory. The app will now attach an “AI-made” watermark to content made with its own AI tools or flagged by the C2PA industry initiative.
TikTok is also launching a $2m (£1.5m) AI literacy fund for experts and organisations such as Girls Who Code to create educational content about using AI responsibly. The video-sharing app has defended its moderation strategy, amid controversy over plans to make hundreds of UK-based content moderators redundant. Brie Pegum, TikTok’s global head of program management for trust and safety, said human moderation would still have a role, but AI can protect employees by removing distressing content before it has to be seen by humans.
