TikTok wants you to decide how much AI magic — or AI chaos — you can handle in your feed.
The company announced on Wednesday that it’s rolling out a new feature that lets users control the amount of AI-generated content (AIGC) that appears directly in their For You feed. The tool, found inside the app’s Manage Topics section, works just like the sliders that already adjust how often you see categories like Dance or Sports.
In its announcement, TikTok said, “Manage Topics already enables people to adjust how often they see content related to over 10 categories like Dance, Sports, and Food & Drinks.” The company added that the AI-generated content setting is designed to help users “tailor the diverse range of content in their feed,” rather than remove AI videos entirely.
Users who enjoy AIGC or digital art can boost how much they see, while those tired of “AI slop” can turn the dial down.
The ‘invisible’ safety net
A significant challenge with AI content is labeling.
Sometimes creators forget to tag it, or the labels get stripped away when a video is downloaded and re-uploaded. To ensure the new “Manage Topics” slider actually works, TikTok needs to know exactly which videos are AI-generated. To address this, the company is introducing “invisible watermarking” as an additional safeguard.
TikTok states that it will “start adding invisible watermarks to AI-generated content made with TikTok tools like AI Editor Pro, and content uploaded with C2PA Content Credentials” within the next few weeks. Adding that these watermarks are only readable by TikTok, making them difficult to remove, and enabling the platform to label synthetic content more reliably.
The rise of tools like OpenAI’s Sora and Google’s Veo 3 has sparked a surge of AI videos across social platforms, pushing synthetic clips into almost every corner of people’s feeds. TikTok now hosts more than 1 billion AI-generated videos, a number that demonstrates the rapid adoption of these new tools by creators.
Alongside its detection tools, TikTok is funding efforts to help people better understand AI. The company announced a $2 million AI literacy fund to support groups such as Girls Who Code in creating educational content on safe and responsible AI use. This push is part of TikTok’s wider commitment to transparency and responsible AI practices.
TikTok’s push to label and throttle AI videos in the For You feed mirrors the backlash over AI-generated crowds in Will Smith’s tour promos, highlighting how undisclosed synthetic media can quickly erode audience trust.