Snapchat is implementing a crackdown on AI-generated content within its Spotlight feed, announcing that "wholly AI-generated videos" will no longer be recommended. The company aims to preserve Spotlight as a space for "authentic creativity from real people," distinguishing it from the growing prevalence of low-quality, repetitive AI material online.

Snapchat's content ranking algorithm will now prioritize authentic, human-made content over AI-generated submissions, even if the latter includes transparency disclosures. This policy is not a blanket rejection of AI; Snapchat continues to integrate AI-powered features like AR effects and editing tools. Creators can still use these tools to "enhance" their content, and videos made with Snapchat's own AI tools will receive visible watermarks.

This move by Snapchat follows similar actions from other platforms. LinkedIn has begun removing its AI-writing features and allowing users to report AI "slop," while Substack has introduced an AI detection feature. Pinterest has also given users the option to "dial down" AI-generated material in their recommendations.