TikTok is the latest social platform to give users more control over the amount of AI-generated content they see. The app is experimenting with a new setting that will allow users to request “less viewing” of AI in their “For You” feed.
The new toggle will be available in the “coming weeks” in the “Manage topics” section of the app that lets people personalize the types of videos they see in their feed. In a blog post, TikTok says the controls are intended to help users “dial things down” if they want to see less AI content in their recommendations. The update follows a similar move by Pinterest, which has faced complaints of authentic images disappearing due to AI sloppiness on the platform.
Like most other platforms, TikTok has also seen an influx of AI-generated content in recent years. The company, which requires users to label such creations, says there are more than 1.3 billion videos with these labels. Also, the company says that its existing methods for detecting AI content are not perfect. Currently, TikTok relies on a widely used watermarking system called Content Credentials that adds metadata to AI-generated content. But these signals can be hard to detect when images or videos are edited in other apps or copied and re-shared on other sites, as is often the case with viral content.
To address this, TikTok says it will also experiment with an additional “invisible watermarking” system that can help AI identify and label content more reliably. “‘Invisible Watermark’ adds another layer of security measures with a strong technical ‘watermark’ that only we can read, making it harder for others to remove,” the company explained.