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Spotlight AI rewards end
Snapchat announced changes to Spotlight that prioritize authentic, original creativity over content created entirely by artificial intelligence, saying fully AI-generated videos will no longer qualify for monetization.
“As of this month and going forward, wholly AI-generated videos will no longer be eligible for recommendation on Spotlight.”
Starting this month, wholly AI-generated videos are no longer eligible for recommendation on Spotlight, its public feed for vertical content, even if AI use is disclosed.
Snapchat said its recommendation system will now favor videos made by real creators, while videos edited or enhanced using Snapchat’s own AI creative tools remain eligible and carry visible indicators showing AI played a role.
The company also said the number of unique Spotlight contributors is up more than 120% from last year, pointing to that growth as proof people are choosing to create original content.
Guidelines and “AI slop”
Engadget reported that Snapchat will no longer recommend "wholly AI-generated videos" in Spotlight, even when creators disclose AI use.
In its Spotlight guidelines, Snapchat said its content ranking algorithm rewards authentic, human-made content over wholly AI-generated content created outside of Snapchat, even when AI-generated content has transparency disclosures.
The Hollywood Reporter framed the move as a ban on wholly AI-generated videos in Spotlight, while saying creators who have “enhanced or edited using Snapchat’s AI creative tools” will still be eligible for Spotlight.
The company tied the policy to the rise of low-quality, repetitive, AI-generated content becoming increasingly common across the internet, and said it wants Spotlight to remain a place where people can discover authentic creativity from real people.
Industry ripple effects
TechCrunch said Snapchat’s update aligns with other companies revising policies to deprioritize AI slop, including LinkedIn’s feature that lets users click a button labeled “seems like AI slop” to report posts that seem AI-generated.
“a button labeled “seems like AI slop” to report posts that seem AI-generated”
TechCrunch also said Substack introduced a tool to help users identify AI-written newsletters, and it described Meta’s backlash over an Instagram feature that allowed users to modify photos from public accounts using AI, which Meta removed.
In a separate thread, TechCrunch reported that Snapchat implemented new content control measures to protect underage users, saying those aged 13 to 15 will only be able to share Spotlight posts with people they follow back, aiming to guard against doxxing.
Snapchat’s own newsroom post said “No detection system is perfect,” while insisting its goal is to keep Spotlight a place where authentic creativity has the best opportunity to be discovered.
