According to The Verge, TikTok is testing a new AI content slider that lets users control how much AI-generated material appears in their video feeds. The control will appear alongside existing topic management options under “Manage topics,” allowing users to request either more or less AI content with two levels in either direction. To make this filter effective, TikTok will start adding invisible watermarks to content made with its own AI tools like AI Editor Pro and any videos uploaded with C2PA Content Credentials. Both changes are rolling out over “the coming weeks,” though the AI content control remains just a test for now. This comes as users frequently remove visible watermarks from AI content, making detection challenging.
The push for transparency
Here’s the thing about AI content – it’s getting harder to spot, and frankly, most platforms have been pretty bad at labeling it. TikTok’s move to give users actual control over how much AI stuff they see is actually pretty significant. Most social media companies just slap a tiny label on AI content and call it a day. But TikTok’s approach acknowledges that some people might want to see more AI creativity while others want less. The invisible watermarking is the really clever part though. Basically, if people keep removing visible watermarks, you make them invisible. Smart move.
Why this matters beyond TikTok
This puts pressure on every other social platform to step up their AI transparency game. Instagram, YouTube, Facebook – they’re all watching this closely. When users get used to having this level of control on one platform, they start expecting it everywhere. And let’s be honest, the C2PA standard that TikTok’s using has already shown it’s not perfect. But it’s better than nothing. The real question is whether other platforms will follow TikTok’s lead or stick with their current half-measures. My bet? They’ll all be rolling out similar controls within six months.
What this means for your feed
So what happens when you slide that AI control all the way down? Will your feed suddenly become more “authentic”? Probably not completely, but it’s a step toward giving users more agency over their experience. The fact that TikTok’s putting this control right alongside other content categories like dance and fitness tells you they’re treating AI content as just another content type. That’s actually pretty forward-thinking. Most platforms still treat AI content as something weird or suspicious. TikTok’s basically saying “hey, this is just another creative tool” while still letting you control your exposure to it. That’s a balanced approach that more platforms should consider.
