Snapchat no longer rewards fully AI-generated Spotlight content

Snapchat is the latest company to strengthen its stance against AI slop. The social network platform will no longer reward fully AI-generated videos, as it seeks to prioritize human-made content.

Snapchat announced the update on Friday, stating that its recommendation systems will be adjusted to ensure that only videos created by real people are eligible for Spotlight recommendations.

Snapchat expressed in its blog post that it wants Spotlight to “remain a place where people can discover authentic creativity from real people, because we believe there’s enduring value in rewarding original perspectives, personal storytelling, and the moments that people choose to create and share themselves.”

However, Snapchat clarified that it’s not completely rejecting AI. Creators can still use its AI creative tools to enhance or edit their content.

This update aligns with Snapchat’s broader efforts to improve Spotlight and shift focus back to original posts that highlight human creativity. In April, the company indicated that users would see less AI-generated content.

As criticism of low-quality AI-generated content (“AI slop”) continues to rise, many companies are revising their policies to deprioritize such material in their algorithms, implement reporting features, or remove certain AI features altogether.

For instance, LinkedIn recently launched a feature that allows users to click a button labeled “seems like AI slop” to report posts that seem AI-generated. Substack also introduced a tool to help users identify AI-written newsletters.

Earlier this month, Meta faced significant backlash over an Instagram feature that allowed users to modify photos from public accounts using AI, leading the tech giant to remove the feature entirely.

Additionally, YouTube has intensified its crackdown on low-quality AI content by clarifying monetization policies, so “inauthentic content” cannot be monetized, including generic, repetitive, or template-based content, and any content featuring AI personas discussing sensitive topics such as health and finance.

In separate news, last month Snapchat implemented new content control measures to protect underage users. Those aged 13 to 15 will only be able to share Spotlight posts with people they follow back, aiming to guard against doxxing.

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Lauren covers media, streaming, apps and platforms at TechCrunch.

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Pontos-chave

Snapchat prioriza conteúdo humano em detrimento de vídeos gerados por IA, refletindo uma tendência global.

Mudanças nas políticas de conteúdo podem estimular a criatividade entre usuários e criadores no Brasil.

A resistência ao 'AI slop' pode levar a um ambiente digital mais autêntico e diversificado.

Análise editorial

A decisão do Snapchat de não recompensar mais conteúdos totalmente gerados por IA no Spotlight reflete uma tendência crescente entre plataformas sociais de priorizar a autenticidade e a criatividade humana. No Brasil, onde o uso de redes sociais é massivo, essa mudança pode impactar diretamente criadores de conteúdo que dependem de ferramentas de IA para gerar engajamento. A busca por conteúdos autênticos pode estimular uma nova onda de criatividade entre os usuários, que se sentirão incentivados a produzir e compartilhar suas próprias histórias e experiências.

Além disso, essa postura do Snapchat pode influenciar outras plataformas brasileiras a reavaliar suas políticas em relação ao conteúdo gerado por IA. Com a crescente preocupação sobre a qualidade do conteúdo, as empresas podem ser pressionadas a implementar medidas semelhantes, o que pode levar a um ambiente digital mais saudável e diversificado. A implementação de ferramentas de denúncia para identificar conteúdos de baixa qualidade, como já feito pelo LinkedIn, pode ser um passo importante para garantir que as vozes autênticas sejam ouvidas.

No cenário mais amplo, a resistência ao que tem sido chamado de "AI slop" pode sinalizar uma mudança de paradigma na forma como as plataformas lidam com a IA. À medida que o público se torna mais crítico em relação ao conteúdo que consome, as empresas precisarão encontrar um equilíbrio entre o uso de tecnologias avançadas e a preservação da criatividade humana. O que observar a seguir será como o mercado brasileiro de tecnologia responderá a essas mudanças e se surgirão novas ferramentas que promovam a autenticidade e a originalidade no conteúdo digital.

Snapchat no longer rewards fully AI-generated Spotlight content

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