Snapchat is declaring war on AI content. Well, at least on some of it. The app will start to demote artificial intelligence-generated content in the Spotlight feed, and honestly, I think it was about time. AI is everywhere nowadays, and apps that was supposed to boost creativity are now flooded with AI slop.
Snapchat to demote AI-generated content on Spotlight
Earlier this year, we shared our ambition to make Spotlight a place where original, authentic creativity stands out. Today, we're taking another step in that direction, updating our recommendation systems to better reward authentic, human-made content.
- Snapchat official blog, July 31, 2026
Apparently, the aim is to ensure that low-quality AI-generated content is kept away from the users on Snapchat.
What do you think about AI-generated content?
Not an all-out rejection on AI
The company says it's not trying to deny AI as a tool for creativity but rather limit user exposure to repetitive, low-quality AI-generated videos, commonly known as AI slop.
We want Spotlight to remain a place where people can discover authentic creativity from real people, because we believe there’s enduring value in rewarding original perspectives, personal storytelling, and the moments that people choose to create and share themselves
- Snapchat official blog, July 31, 2026
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Snapchat videos that have been polished or edited with AI tools will still appear on Spotlight, and the watermarks indicating AI usage and content will remain in place.
People are fed up with AI content
This move is a strong indicator that people are starting to get fed up with AI content. Not all companies acknowledge that, as Meta, for example, pushes a feed of entirely AI-generated content in its Vibes video app.
The jury's still out on the idea that AI is the future of digital creativity, and this move from Snapchat marks a serious step back from that notion.
AI-generated vs AI-enhanced
AI-generated content is all over Snapchat nowadays. | Image by Snapchat
There's a thin line between AI-generated and AI-enhanced or edited content. At the moment, this line is vague and not clearly defined, but I wish for some kind of broader regulation on AI.
I see AI content everywhere, on billboards, in my feeds, and even on national TV. One of my problems with this is that most of the content is low-effort and low-quality.
All these images and videos look the same — oversaturated colors, high contrast, and unnatural human expressions. The ethical part of the problem is a whole other can of worms.
What do you think about AI-generated content? Should it be moderated, toned down, or left to self-regulate by people getting fed up with it?
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Mariyan, a tech enthusiast with a background in Nuclear Physics and Journalism, brings a unique perspective to PhoneArena. His childhood curiosity for gadgets evolved into a professional passion for technology, leading him to the role of Editor-in-Chief at PCWorld Bulgaria before joining PhoneArena. Mariyan's interests range from mainstream Android and iPhone debates to fringe technologies like graphene batteries and nanotechnology. Off-duty, he enjoys playing his electric guitar, practicing Japanese, and revisiting his love for video games and Haruki Murakami's works.
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