TikTok is introducing a control that allows users to adjust how much AI-generated content appears in their feeds. The option will sit within the app’s topic management settings, where users already select interests such as sports, travel, or entertainment. The new control will let users increase or decrease the visibility of AI media in their recommendations. TikTok said the feature will become available in the coming weeks for a broad group of users.
To support the new setting, TikTok is improving its ability to detect AI-generated material across the platform. The company is testing watermarking methods that remain intact even when videos are downloaded, edited, or reuploaded. These methods include metadata tools that attach information about how a video was created. TikTok said these identifiers will help the app classify content and apply the user’s chosen preference more reliably. The company noted that the control will not remove synthetic media entirely but gives users a meaningful degree of choice.
TikTok described the update as a response to the rapid growth of synthetic videos on social platforms. Many users encounter AI-generated clips without realising how they were produced, which can affect the quality of recommendations. Analysts said the feature may help reduce frustration among users who prefer to see more human-created content. Those who enjoy AI-based artwork or creative experimentation will have the option to increase the amount they see. The aim is to balance user preference with transparency about the nature of the content.
The decision reflects broader questions about how AI-generated media influences trust in digital environments. Synthetic content is becoming more realistic and may complicate how users interpret posts involving news, political messaging, or celebrity content. Platforms are under pressure to provide clearer labeling and more control as AI tools become widely accessible. TikTok’s approach positions user choice as part of the solution and suggests that recommendation systems can adapt to these expectations.
Industry observers said other platforms are exploring similar options as they prepare for increased volumes of synthetic media. Efforts include clearer labels, verification programs, and additional information attached to uploaded files. The success of TikTok’s control may influence whether other services adopt similar models. Advertisers and creators will also monitor how the change affects engagement and how visible their content remains when users adjust their settings.