TikTok is testing a new tool that aims to help users determine how much AI-generated content they see in their For You feeds. The ByteDance-owned company becomes the first of the giant social media platforms to try putting that control in user hands amidst growing animosity toward “AI slop.” Pinterest added a GenAI user filter in October, while Spotify and Jack Dorsey’s Vine relaunch diVine have implemented system-level filters. TikTok’s AI controls fall within its Manage Topics tool. The platform is also adding more advanced AI labeling technology.

“Manage Topics already enables people to adjust how often they see content related to over 10 categories like Dance, Sports, and Food & Drinks,” writes TikTok in a newsroom post that says AIGC will join those categories, in a move to help users customize their feeds. “People who love AI-generated history content can see more of this content, while those who’d rather see less can choose to dial things down.”

TechCrunch notes that “many TikTok users are leveraging AI to create visuals for posts about other topics, like history or celebrities,” and points out the company’s announcement “comes as companies like OpenAI and Meta are embracing AI-only feeds,” with Meta in September launching Vibes, a feed focused on creation and sharing of short-form GenAI videos. Days later, OpenAI released Sora 2 with social features.

TikTok also plans to improve its AI-generated content labels using a new solution it’s testing called “invisible watermarking.” But such labels can be removed when content is reuploaded or edited elsewhere, something invisible markings may skirt.

TikTok “already requires users to label realistic AI-generated content” in-stream using tools it offers, and also uses the cross-industry platform C2PA Content Credentials to identify AI-generated content, reports Social Media Today.

Using those tools, as well as proprietary measures, TikTok claims it has helped label “over 1.3 billion” generative videos to date. “Over the coming weeks, we’ll start adding invisible watermarks to AI-generated content made with TikTok tools like AI Editor Pro and content uploaded with C2PA Content Credentials,” TikTok adds.

TikTok emphasizes it’s not giving up on the positive aspects of generative AI. The company is launching a $2 million AI literacy fund “for experts like Girls Who Code to create For You feed content that teaches people about AI literacy and safety,” now available in more than a dozen global markets.

The company has also begun sponsoring the non-profit Partnership on AI, joining two of their steering committees for researching AI’s intersection with Enterprise and Human Connection.

Related:
TikTok Offering Ways to Reduce AI in Feeds, Launching $2M Literacy Fund, The Hill, 11/21/25