TikTok has introduced a new feature that empowers users to control the amount of artificial intelligence (AI)-generated content they see in their For You feed. The feature, integrated within the "Manage Topics" section of the app, uses a slider mechanism to allow users to opt for more or less AI-generated videos. However, this control is opt-in, meaning users will continue to see AI content unless they choose to dial it down explicitly.

This new setting marks a significant development in TikTok's approach to content curation. Users can now personalise their feed by adjusting the prevalence of AI-related content alongside other topics such as sports or food and drink. TikTok has emphasised that this flexibility means enthusiasts of AI-generated content can increase their exposure, while those less interested can reduce it, reflecting a nuanced approach to user preferences.

In addition, TikTok is taking steps to enhance the transparency of AI content on its platform by deploying new watermarking technology. This digital watermark system, called Content Credentials, identifies AI-generated videos, including those created outside TikTok’s own tools. The aim is to make AI content more easily identifiable, reducing potential misuse and promoting responsible sharing. This system follows earlier measures where AI videos generated within TikTok were already automatically labelled. The company has also pledged $2 million to fund creators producing content about responsible AI usage.

Experts welcome the new slider feature as a positive step towards giving users more control over synthetic content, though they caution it is not a comprehensive solution to the broader challenge of AI-generated content flooding social media feeds. Alexios Mantzarlis, director of the Security, Trust and Safety Initiative at Cornell Tech, told The Independent that while opt-in settings alone cannot fix the issue, increasing user agency is a crucial part of platform responsibility. He noted that similar changes at other platforms, such as Pinterest, show a trend toward greater user control but also emphasised the need for effective AI detection and labelling technologies to support these measures.

This move is part of TikTok’s broader efforts to refine content management on the platform. Earlier in the year, TikTok rolled out AI-powered Smart Keyword Filters, which allow users to automatically filter out content containing specific keywords and their synonyms, further expanding user control over the content they encounter. These efforts align with growing concerns about the impact of AI-driven content on information quality and user experience.

TikTok maintains that AI, when used transparently and responsibly, has the potential to revolutionise creativity and content discovery on its platform. Features already leveraging AI, such as editing tools that suggest clip cuts, underscore the platform’s commitment to integrating AI in ways that enhance user engagement safely.

As social media platforms grapple with the increasing presence of synthetic media, TikTok’s combined strategy of user-controlled content settings, AI labelling, and creator education represents a multifaceted approach to balancing innovation with safety and transparency.

📌 Reference Map:

  • [1] The Independent – Paragraph 1, Paragraph 2, Paragraph 4, Paragraph 6, Paragraph 7
  • [2] MacRumors – Paragraph 1, Paragraph 2
  • [3] TechCrunch – Paragraph 5
  • [4] Reuters – Paragraph 3
  • [5] The Guardian – Paragraph 3
  • [6] CNBC – Paragraph 3
  • [7] Technology.org – Paragraph 1, Paragraph 2

Source: Noah Wire Services