TikTok will let you choose how much AI-generated content you want to see

TikTok, a platform once known primarily for user-generated videos, is rolling out a new control that allows people to decide how much AI-generated content appears in their For You feed. Alongside this new option, the company is introducing more advanced labelling tools for AI-created media.

The new AI-generated content (AIGC) slider is being added to the app’s Manage Topics section, which already lets users influence the types of videos they encounter on TikTok.

“Manage Topics already enables people to adjust how often they see content related to over 10 categories like Dance, Sports, and Food & Drinks,” TikTok said in a blog post. “Like those controls, the AIGC setting is intended to help people tailor the diverse range of content in their feed, rather than removing or replacing content in feeds entirely.”

This update arrives as other tech giants are leaning heavily into AI-only content feeds. In September, Meta introduced Vibes, a new AI-generated video feed. Shortly after, OpenAI launched Sora, a social platform centred entirely on creating and sharing AI-made videos.

Since Sora’s debut, hyper-realistic AI videos have started circulating on TikTok, and many creators are now using AI to generate visuals for posts on topics such as history, pop culture, and celebrities. With the new content control, TikTok users can easily reduce or increase the amount of AI-generated media they see, while those who enjoy this content can opt to see more.

To access the feature, users can go to Settings > Content Preferences > Manage Topics and adjust the AI-generated content slider as desired. TikTok says the feature will roll out gradually over the coming weeks.

To build stronger safeguards around AI content, TikTok is also testing a new detection method called invisible watermarking. The platform already requires people to label realistic AI-generated content and supports C2PA’s Content Credentials, a cross-industry system that embeds metadata identifying AI-created media. However, these labels can be stripped when videos are edited or re-uploaded elsewhere.

The new invisible watermark adds a layer of protection by using a mark that only TikTok can recognise — making it far more difficult for others to remove. TikTok will apply these watermarks to AI-generated videos made with its own tools, such as AI Editor Pro, as well as to content uploaded with C2PA metadata. The company says the combination of both systems will help it flag AI-generated content more accurately.

In line with these efforts, TikTok has also announced a $2 million AI literacy fund. The initiative will support experts and organisations — including Girls Who Code — in producing educational content that teaches users about AI literacy, safety, and responsible use.