Key Takeaways TikTok is testing a new setting that lets users adjust how much AI-generated content appears in their For You feed. The platform is introducing "invisible watermarking" technology to imp...
TikTok announced on November 18 that it will begin testing a new tool allowing users to control how much AI-generated content they see in their personalized For You feeds.
The feature will be available within the app's existing Manage Topics section, which already lets users adjust their content preferences across categories like Dance, Sports, and Food & Drinks.
In its official newsroom announcement, TikTok explained the purpose of the new setting: "Like those controls, the AIGC setting is intended to help people tailor the diverse range of content in their feed, rather than removing or replacing content in feeds entirely."
The company stated that users who enjoy AI-generated content, such as popular AI-created history videos or celebrity content, can choose to see more of it, while those who prefer less can "dial things down."
The feature will roll out in the coming weeks and can be accessed through Settings, then Content Preferences, and finally Manage Topics, where a slider will allow adjustments for AI-generated content visibility.
This move follows similar action by Pinterest, which introduced controls to let users filter AI-generated pins in October 2025 after facing complaints about synthetic content overwhelming authentic images on the platform.
To address challenges with AI content identification, TikTok is also testing a technology called "invisible watermarking."
The platform currently requires creators to label realistic AI-generated content and uses the cross-industry C2PA Content Credentials system, which embeds metadata into content to signal AI generation to platforms.
However, TikTok acknowledged a significant limitation with current methods.
The company noted that "a common industry challenge is that these kinds of labels may be removed when content is reuploaded or edited elsewhere."
The new invisible watermarks will add a layer of protection by embedding information that only TikTok can read, making it harder for users to strip away AI identification markers.
TikTok stated that these watermarks "add another layer of safeguards with a robust technological 'watermark' that only we can read, making it harder for others to remove."
The platform will begin adding invisible watermarks to AI-generated content created with TikTok tools like AI Editor Pro, as well as content uploaded with C2PA Content Credentials.
TikTok confirmed it will continue reading and adding C2PA Content Credentials to maintain compatibility with the broader industry standard.
The announcement arrives as major technology companies take diverging approaches to AI-generated content.
In September 2025, Meta launched Vibes, a dedicated feed specifically for sharing and creating short AI-generated videos. Days later, OpenAI released Sora as a social media platform centered on AI video creation and sharing.
These platforms have embraced AI-only feeds as a feature, while TikTok's approach focuses on giving users control over their experience rather than segregating content types.
Since Sora's launch, realistic AI-generated videos have increasingly appeared on TikTok, and many creators now use AI tools to generate visuals for content about topics ranging from history to celebrities.
TikTok's labeling efforts have already resulted in over 1.3 billion videos carrying AI-generated content labels.
The platform has made AI transparency a key focus, having previously enhanced its labeling system to provide more context about whether content was identified through AI detection, creator self-labeling, or TikTok's own AI creation tools.
Alongside the technical updates, TikTok announced a $2 million AI literacy fund aimed at helping users better understand artificial intelligence.
The fund will support experts, including the nonprofit organization Girls Who Code, in creating educational content about AI literacy and safety that will appear in users' For You feeds.
The initiative includes over 20 experts across more than a dozen markets globally, with TikTok indicating plans to add more participants.
The company also announced it has become a sponsor of the nonprofit Partnership on AI and joined two of its steering committees focused on AI's intersection with enterprise applications and human connection.
TikTok has been a founding member of Partnership on AI's Framework for Responsible Practices for Synthetic Media since 2023, and stated it will continue sharing public updates on its compliance with that framework.
The platform emphasized that these updates are part of broader efforts to enable positive experiences with AI while maintaining safety standards.
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