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TikTok is introducing a new feature that will allow users to control how much AI-generated content appears on their For You feeds. The move comes as the company disclosed that the platform now hosts more than 1 billion AI-created videos.
The feature will roll out globally after several weeks of testing. Its arrival follows a rapid increase in AI video production driven by tools like OpenAI’s Sora and Google’s Veo 3. In August, The Guardian reported that almost 10% of the world’s fastest-growing YouTube channels consist solely of AI-generated content—much of it described as low-quality “AI slop”.
Jade Nester, TikTok’s European director of public policy for safety and privacy, said the company understands that many users enjoy AI-driven creativity, from digital illustrations to educational explainers. The new controls aim to give individuals more choice over how much of this content they see.
TikTok announced the update at its annual European trust and safety forum in Dublin, revealing that 1.3 billion videos on the platform are currently labelled as AI-made. Despite this large number, the company said AI-generated clips represent only a small share of the over 100 million daily uploads.
Users will soon find the option to increase or decrease AI-generated content under the app’s “manage topic” settings—where filters already exist for categories such as news, fashion, beauty, and dance.
TikTok requires creators to disclose realistic AI-made content and prohibits harmful deepfakes involving public figures or crises. Unlabelled realistic AI content can be removed under its community rules. The platform will also start adding an “AI-made” watermark to videos created with TikTok’s own AI tools or flagged through the industry-wide C2PA standard to prevent creators from bypassing disclosure.
In addition, TikTok is launching a $2 million AI literacy fund, partnering with organisations like Girls Who Code to promote responsible use of artificial intelligence.
The announcement comes amid scrutiny of TikTok’s moderation practices following plans to cut 439 roles from its London-based trust and safety team. Critics fear increased reliance on AI systems in place of human moderators. However, Brie Pegum, TikTok’s global head of program management for trust and safety, said human review will remain important, while AI will continue to remove the most harmful material before it reaches moderators.
TikTok added that automated moderation has already reduced the amount of graphic content viewed by human moderators by 76% over the past year.
