The Spotlight algorithm on Snapchat now prioritizes videos created by humans rather than those generated by AI.
Snapchat is taking a strong position against AI-generated content.
If you’ve been posting completely AI-generated videos on Snapchat in the hopes of receiving rewards, it may be time to reconsider your approach. Snapchat has revealed updates to Spotlight that emphasize genuine, original creativity rather than content produced solely by artificial intelligence. The company states that its recommendation system will now favor videos created by actual creators, with fully AI-generated submissions now ineligible for monetization.
What’s changing in Spotlight?
Beginning this month, completely AI-generated videos will no longer be eligible for recommendations on Spotlight, Snapchat’s public feed for vertical content. This rule applies even if the use of AI is disclosed, as Snapchat’s revised guidelines prioritize human-created content over AI content, regardless of any transparency labels.
However, Snapchat is not entirely eliminating AI. Videos that are edited or enhanced using Snapchat’s AI creative tools will still be eligible and will feature visible indicators that AI was involved. Snap reports that unique Spotlight contributors have increased by over 120% since last year, suggesting that users are already opting to create original content.
Snapchat is joining the increasing resistance against AI-generated clutter on social media.
The emergence of AI-generated clutter has become a significant issue across social media platforms. These posts can be quickly produced, easily inundating recommendation feeds, and often overshadow original creators. Snapchat claims its recent changes aim to enhance the viewing experience while providing creators who dedicate time and effort a better opportunity to reach audiences.
Snapchat is part of a growing number of platforms tightening their AI regulations recently. LinkedIn introduced a feature allowing users to flag posts as AI-generated clutter, while YouTube revised its monetization rules to exclude payouts for generic or template-based AI content. Meta discontinued a controversial Instagram AI photo tool following backlash, although its CEO continues to advocate for more AI-driven personalized content in other areas.
With this latest move, Snapchat is wagering that authenticity, rather than automation, will continue to draw users back to the platform.
Manisha Priyadarshini is a tech and entertainment writer with over nine years of editorial experience.
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The Spotlight algorithm on Snapchat now prioritizes videos created by humans rather than those generated by AI.
Snapchat will cease recommending entirely AI-generated videos on Spotlight, prioritizing genuine human-created content, while still permitting AI-edited videos to be featured.