The news: TikTok is letting users control how much AI content appears in their feeds with a slider to dial genAI content up or down depending on preference.

The feed-filtering option is only as good as TikTok’s ability to detect genAI content, so the platform is also testing invisible watermarking that adds labeling only TikTok can see.

TikTok said the watermark makes it harder for users to remove the labeling while letting it tag content more reliably and gain context around how it has been changed. Invisible watermarking will roll out over coming weeks and applies to genAI content made with TikTok tools like AI Editor Pro, as well as content uploaded with C2PA Content Credentials.

The trend: Platforms like Pinterest and Meta are tackling the rise of genAI in different ways, from establishing AI-only feeds to offering feed customization features that limit exposure to AI content.

• Meta is encouraging genAI content creation with its dedicated Vibes AI feed. It has taken off with about 2 million daily active users (DAUs) since its September release, per Business Insider.
• Pinterest introduced a recommendations-refining option that lets users remove AI content from their feeds amid criticism about an influx of synthetic media.

Nearly a third (31%) of TikTok users would like content less if it were AI-generated, and 24% would like that content more, per GWI. This demonstrates TikTok’s need to give users finer controls on AI content to appease both sides.

Zooming out: The watermarking guardrails serve a deeper purpose than refining feeds by making AI videos and deepfakes easier to identify and avoid at a time when TikTok is becoming a primary news source for young adults. Nearly half (43%) of adults under 30 regularly get news from TikTok, up from 9% in 2020, per Pew Research.

Strengthening detection tools and giving users the option to minimize AI content could reduce the spread of misleading media.

What marketers should do: Monitor how users adjust their AI content preferences and tailor creative accordingly to prioritize transparency and authenticity where AI skepticism is high. Pressure-test TikTok media plans to ensure campaigns consistently appear alongside content that reinforces trust.