Snapchat has become the latest platform to take a firmer stance against AI-generated content. The social media app will no longer reward fully AI-created videos, as it shifts its focus toward promoting content made by real people. The company announced the change on Friday, explaining that its recommendation systems will be updated to ensure only videos crafted by actual users are considered for Spotlight placements.

In its announcement, Snapchat emphasized its desire to keep Spotlight as a space where users can discover genuine creativity from real individuals. The company noted, “We believe there’s enduring value in rewarding original perspectives, personal storytelling, and the moments that people choose to create and share themselves.”

That said, Snapchat clarified that it isn’t entirely turning its back on AI. Creators can still use its AI-powered tools to enhance or refine their videos. This move is part of Snapchat’s broader initiative to revamp Spotlight and bring attention back to original, human-driven content. Back in April, the company had already hinted that users would start seeing less AI-generated material in their feeds.

As criticism of low-quality AI content—often referred to as “AI slop”—continues to grow, more companies are adjusting their policies to limit its reach. Some are tweaking algorithms to deprioritize such material, others are adding reporting features, and a few are removing certain AI tools altogether. LinkedIn, for instance, recently rolled out a button that lets users flag posts with the label “seems like AI slop.” Substack has also introduced a feature to help readers spot AI-written newsletters.

Earlier this month, Meta faced significant backlash over an Instagram feature that let users alter photos from public accounts using AI. The backlash was severe enough that the company removed the feature entirely. Meanwhile, YouTube has stepped up its efforts to curb low-quality AI content by updating its monetization rules. Under the new policy, “inauthentic content”—including generic, repetitive, or template-based material, as well as AI personas discussing sensitive topics like health or finance—cannot be monetized.

In a separate development, Snapchat also introduced new content controls last month aimed at protecting younger users. Teens aged 13 to 15 will now only be able to share Spotlight posts with people they follow back, a measure designed to reduce the risk of doxxing.