With an update to its recommendation system, Snapchat has ensured that only videos produced by real humans can appear in Spotlight recommendations, effectively blocking entirely AI-generated content. Through this move, the platform aims to prevent low-quality, automated content—often referred to as "AI slop"—from negatively impacting the user experience.
Algorithm Change and Content Quality
With the advancement of AI tools, social media platforms have been flooded with a rapidly growing stream of synthetic content. Snapchat's new algorithm adjustment aims to preserve the authenticity of the Spotlight feed and encourage content creators. While the use of AI-powered editing tools is not completely banned, it is now a fundamental criterion that the core source of the content must be created by a human.
Industry Reflections and Implications for Digital Marketing
The cautious approach of social media platforms toward AI content forces creators and brands to define new strategies. While it is becoming harder for fully automated, bot-, or AI-generated bulk content to gain reach, human-centric and authentic storytelling is regaining priority on these platforms. During this period, it is crucial for digital marketers to position AI not as an automation tool, but as an assistant that supports human creativity.
Frequently Asked Questions
Does Snapchat's new policy completely ban video editing done with AI tools?
No, it does not ban them entirely. The criterion is that the foundation and production process of the video must be carried out by a real person; completely AI-generated content will no longer be recommended.
How will brands be affected by this when creating content for Spotlight?
Brands must avoid fully AI-centric, automated bulk content strategies and focus instead on human-centric, original creative projects.
*This news is based on data published by TechCrunch — AI.
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