TikTok is introducing a new setting that allows users to manage how much AI-generated content appears in their For You feed. The company is also rolling out improved labeling technologies designed to strengthen transparency around AI-generated media on the platform.
The new AI-generated content control is being added to the app’s Manage Topics tool, which already gives users the ability to adjust how often they see content across categories such as dance, sports, and food and drinks. According to TikTok, the new control will function in the same way. It allows people to increase or reduce the amount of AI-generated content they encounter without removing it entirely from the feed.
The announcement comes at a time when digital platforms are experimenting with AI-first content experiences. Meta recently launched Vibes, a feed dedicated to short AI-generated videos. OpenAI followed shortly after with Sora, a platform built for creating and sharing AI-generated video content. Since these launches, TikTok has seen an increase in realistic AI-generated videos, along with creators using AI tools to enhance posts on topics ranging from historical events to celebrity commentary.
With TikTok’s new control, users who prefer less AI-generated media can reduce its frequency, while those who enjoy such content can choose to see more. The feature is accessible through Settings, under Content Preferences and Manage Topics. A slider allows the user to adjust the level of AI-generated content surfacing in the For You feed. TikTok says the rollout will take place over the next few weeks.
Alongside this update, TikTok is strengthening its AI content verification systems with a new technique called invisible watermarking. The company currently requires creators to label realistic AI-generated content and uses the C2PA Content Credentials standard, which embeds metadata that identifies AI-generated material. However, these metadata labels can be lost when content is edited or re-uploaded on external platforms.
The new invisible watermarking approach adds a second, platform-readable layer of identification that cannot be easily removed. TikTok will apply these watermarks to AI-generated content created with its own tools, such as AI Editor Pro, and to content already labeled through C2PA’s system. TikTok says this move will support more consistent and reliable labeling across the platform.
As part of its broader AI transparency efforts, TikTok also announced a two million dollar AI literacy fund. The fund will support expert organizations, including Girls Who Code, to produce educational content focused on AI awareness and safety.
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