TikTok is releasing a new tool to help users identify AI-generated spam, stating that such content “crowds out original creators.” The platform is testing improved detection systems aimed at accounts dedicated to posting AI-generated spam and is creating a guide to help users use AI tools responsibly.
This new in-app hub, set to launch in the coming weeks, will provide practical skills for spotting AI-generated content when users search for AI-related terms.
Donatas Smailys, CEO of Billo, the largest user-generated content marketing platform in the U.S., commented on TikTok’s initiative. He suggested that TikTok’s motivation may not be entirely moral. “It would be naïve to read this as TikTok taking a moral stance. The platforms can see in their own data what audiences respond to, and they’re quietly rebuilding their rules around real people,” Smailys said.
Smailys noted the irony in TikTok’s approach, given its prior promotion of AI creation tools while now educating users to recognize AI content and testing systems to suppress AI spam. If TikTok’s data indicates that AI-generated spam is negatively impacting engagement or advertising performance, it could be beneficial for users who are dissatisfied with the prevalence of AI content.
The push against low-quality AI spam raises concerns for advertisers who depend on synthetic influencers and AI creators. If TikTok perceives this issue as detrimental to its platform, it suggests a lack of incentive to support low-quality AI content.
TikTok already enforces stringent rules regarding AI content, often labeling videos with “Contains AI-generated content.” Regulatory bodies are also taking notice; for instance, New York now mandates disclosure of synthetic performers in advertisements, with penalties for non-compliance. Smailys anticipates that more states will adopt similar measures, emphasizing that the loss of trust poses a significant risk. “Once your audience feels tricked, no disclosure label wins them back,” he stated.
While the surge of AI-generated content appears unstoppable, the industry’s response may indicate a shift in how platforms view the sustainability of such content in user feeds.
