Snapchat will stop recommending wholly AI-generated videos in Spotlight, its public short-form video feed, as it seeks to prioritise original work by people. The move matters because it makes Snapchat one of several online platforms responding to concerns that repetitive, low-quality AI content is crowding out authentic material.

The policy applies even where creators clearly disclose that a video is AI-generated, although creators may still use AI tools to enhance their posts. Snap says content made with its own AI features, such as augmented-reality effects and image editing, remains permitted and is visibly watermarked; LinkedIn, Substack and Pinterest have recently introduced separate measures to reduce or identify AI-generated content.