Snapchat is updating its Spotlight recommendation system to give more visibility to original, human-made content.
Starting this month, videos that are entirely generated using AI will no longer be eligible for recommendation on Spotlight.
According to Snapchat, the change aims to reduce the spread of low-quality and repetitive AI-generated content while encouraging original creativity, personal storytelling, and authentic user-made videos.
The company clarified that content edited or enhanced using Snapchat’s AI creative tools will still be eligible for recommendation. These posts will continue to include transparency labels indicating the use of AI.
Snapchat also said the number of unique Spotlight creators worldwide has increased by more than 120% compared to last year, as more users share original content on the platform.
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