Snapchat will stop rewarding fully AI-generated videos through its Spotlight recommendation system, aiming to give greater prominence to content made by people. The change reflects growing concern among platforms and users about low-quality, repetitive AI material, often described as “AI slop”, and could affect creators who rely on automated video production for visibility.

The company said creators may still use Snapchat’s AI tools to edit or enhance their work, but videos must be created by real people to qualify for Spotlight recommendations. Snapchat had already said in April that users would see less AI-generated content; other platforms, including LinkedIn, Substack, Meta and YouTube, have also introduced measures to identify, restrict or reduce incentives for certain AI-generated material. Separately, Snapchat recently limited Spotlight sharing for 13- to 15-year-olds to mutual followers to reduce risks such as doxxing.